There are many rumors and myths about email marketing. Marketers can’t seem to make up their minds on whether email marketing is dead or alive to how often emails should be sent out. Here are a couple of email marketing myths that I thought we should go over and demystify.
1. Email is Dead
Email is actually quite alive. According to research by the Radicati Group, there are nearly 3.9 billion email accounts worldwide. BILLION, not million. The number is expected to increase to 4.9 billion by the end of 2017. That is a lot of prospects . Email marketing is also the most trusted form of communication. 77% of consumers choosing email over other online channels. 80% of marketers report email as the strongest performing media buy.
2. Don’t send more than 1 email per week
I know what you might be thinking. You don’t want to bother people or come across as being pushy or annoying with multiple emails. Don’t worry though. Most businesses don’t send enough emails. Think about how easy it is to delete an email without even opening them. With this in mind, you can easily conclude that the more emails you send, the better the chances of them being opened and read.
3. Don’t send the same email twice
As I mentioned above, it’s pretty easy to skip over an email without taking a glance. A strategy that many email marketers actually use is sending out the same email twice. This is called “remail.” The remail has the same email content as the first but has a different subject line. Most email service providers are able to tell if your email campaigns have been opened or not. That way you can just send out the remails to people who did not open your first email instead of blasting everyone.
4. Detailed Subject Lines
Description-only subject lines can be a bit dry. It does not matter if your subject line explains to the receiver what the email is exactly about in 20 letters or less if it is boring. A creative and catchy subject line is where it’s at. Don’t be shy to be funny and creative with your email marketing. The goal of the subject line is to entice the reader to click, open, and read your email. However, do not lie and deceive your reader with a false subject line, like saying they won a million dollars when the email really is about a 20% discount. That’s against CAN-SPAM laws.