In an industry as continually evolving as digital marketing, there’s plenty of outdated and sometimes outright incorrect information going around. This is why it’s critical to stay on top of the latest digital marketing insights and developments.
With that said, if you encounter an e-mail marketing tip that sounds too good to be true, it probably is. E-mail has existed since the ‘70s, a couple of decades before digital marketing was introduced. In the time between then and now, consumer behavior and best practices have changed, leaving plenty of room for e-mail marketing myths to flourish. Before you accidentally believe any of these myths and hurt your marketing campaign, we listed and debunked them below.
1. E-mail marketing is a dead practice
Millennials are said to be killing many things, from marriage to the movie industry. Another thing reportedly going extinct because millennials aren’t fond of them? E-mails. But there’s simply no truth to this. Adobe found that millennials are highly obsessed with checking their inboxes. So don’t worry about e-mail marketing being obsolete anytime soon. As long as this marketing method is compatible with your business, keep sending those e-mails.
2. Certain words will trigger spam filters
Some say that using words like “free” or “affordable” in the subject or body of the e-mail you send to subscribers will automatically send that message to the spam folder. It’s not true. Most spam filters look at the sender’s address, e-mail engagement, and reputation to determine whether they’re sending a safe and legitimate e-mail or not. So if you have something free to offer, don’t hesitate to let your subscribers know.
3. There’s a “best” time and day to send your e-mail
Some believe that sending e-mails in the morning is best since people catch up with their inbox first thing in the morning or when they arrive at work. Some are even more specific, telling you to send your e-mails at 3 p.m. every Thursday. However, you must remember that every audience is unique. Some open their e-mails right away but make a purchase from that e-mail two days later. Others won’t even open promotional e-mails until a couple of days later.
4. Short e-mail subject lines work best
It’s indeed challenging to keep the attention of your customers. A company that offers SEO services will tell you how important it is that your website and ads have short and snappy content to lure potential clients in. But the same principle can’t always be applied to e-mail. A short subject line might fail to convey what your e-mail contains, which means you risk intriguing your subscribers enough to open it. But when a subject line tells them what they can find, it will work even if it’s lengthy.
5. Responsive design isn’t essential in marketing e-mails
Around 50 percent of all e-mail opens comes from mobile devices. However, when your subscribers see e-mails that are incorrectly formatted to their device, they are more likely to delete them. This is why it’s essential to use a responsive e-mail template so your messages won’t have tiny fonts, too large images, or misaligned text when viewed on mobile devices.
With these common myths busted, it’s time to listen to how your audience responds to your e-mail marketing strategies. Abolishing wrong practices and doing what your audience responds favorably to can lead to a more successful e-mail marketing strategy for your brand.