Email is not dead. I know, it’s hard to believe that among today’s abundance of apps and social media channels, email continues to be a tried and true tool of successful marketing. That being said, it’s easy for marketers to get stuck in an email rut. Using the same strategy that worked a year ago, or even six months ago, may not prove to continue to make an impact today.
In order to achieve true success when it comes to email marketing, you need to branch out and try new things! I know that change can be scary, but if you’re going to stay on the cutting edge and see those opens, clicks, and conversions continue to rise, then you have to take that jump and switch up your email strategy.
Let’s take a look at some of the most common email myths that are hindering your savvy marketing skills.
Common myths of email marketing
Myth #1: Never remove recipients from your list.
Unengaged recipients (those who don’t open or click messages) should be dropped from your list through an established sunsetting process. The average email list loses 25% of its active contacts every year.
Myth #2: Unsubscribes are cause for alarm.
Unsubscribes aren’t bad. In fact, an unsubscribe is simply someone telling you they no longer want your messages. By removing them, you can improve the quality of your list and prevent unengaged recipients from marking your messages as spam.
Myth #3: Sending more emails means more revenue.
Email marketing is a great revenue driver, but the more you send to your list, the less people will engage. Increasing your sending frequency has diminishing returns, so it’s better to test and find the right frequency for your recipients.
Myth #4: Emojis make emails more fun and increase open rates.
Before including emojis in your subject line, evaluate your audience, content, and the purpose of your email. An emoji in a fun marketing email to a younger audience may make sense, but including an emoji in a password reset email or receipts might be inappropriate.
Myth #5: The more links in an email, the better.
You may be inclined to give recipients a lot of options for interaction within your messages. More information, new resources, or new products all compete for clicks. The truth is, your recipients should know exactly what to click as soon as they open your email. This means including one (MAYBE two) calls-to-action per message.
Myth #6: Email is dead.
The common assumption is that email is no longer a viable place for marketing communications. In truth, unlike social or search advertising, email provides more accurate tracking statistics that allow you to know your recipients at a much more granular level.
Looking ahead to the future of email marketing
The future of email marketing will be focused on catering to the customer experience. Consumers expect brands to deliver upon the original promise they signed up for when they first subscribed to your email program. The success and growth of your business through email will be impacted by your ability to deliver what your customer is looking for.
This is where predictive email marketing and automation comes in. With the massive amounts of data at your fingertips thanks to the digital age, increasing the use of automation systems and automated emails is a must! But instead of developing a strategy of email programs to look back and analyse that data, it will be all about predicting what your customer will need and want to buy NEXT.
I know, it seems a bit creepy, but think about when you see an ad pop up in your browser suggesting a product based on a former purchase. Most of us would have to admit that we’ve clicked to check out the suggestions once or twice and most likely prefer to see things we’re interested in rather than random products that have nothing to do with us.
When you are meeting your customer needs and interests in their inbox, they are more inclined to become loyal customers.
The bottom line: Little tweaks and changes made to small sends or to your entire email list can result in significant strides toward achieving your marketing goals. The only way to make sure your email program is cutting-edge and getting the engagement you want is to constantly be conducting tests and experiments. By evaluating the aspects of your messages that definitely work, as well as those that fail, you can make sure your recipients are receiving the best emails possible.
Faye Ferris is the APAC Sales and Marketing Director for BusinessesForSale.com, one of the world’s largest online global marketplaces for buying and selling small to medium-sized businesses. Faye is passionate about helping Australian small businesses succeed and regularly writes about entrepreneurship and business management.