Back in August, we tackled five email marketing myths to help you understand more about this effective marketing tool.
Here's a recap of Five Email Marketing Myths Exposed:
- Too many emails will annoy my clients.
- Always create new content.
- Use descriptive subject lines.
- Unsubscribes = failure.
- Emails do not generate leads.
Refer back to my original post to find out the REAL TRUTH of these marketing myths.
But wait! There's more false statements out there in regards to your email marketing. And we are here to crack the case, read on ...
Three More Email Marketing Myths
Using trigger words like FREE will
send you straight to spam every time. Back in the day, this used to be true.
But spam filters are much more advanced than they used to be, and they
use several components when vetting out your credibility. Some of these
components include ALL CAPS, talking about money, talking about a money-back
guarantee, messages saying they are URGENT and needing immediate attention,
bright red or green font, and messages that are one large image. So even though you want to avoid sounding
"spammy," if it helps get your message across or notify your readers
of a great deal (i.e. Free Estate Planning Consultation) -- go for it! It helps
if you have a strong online presence, so having a well designed and
user-friendly website, a blog, and social media accounts will back you up.
- Send your
messages on Tuesday. The thought behind this is that on Mondays everyone is
getting back into the swing of the work week and bombarded with email. So by Tuesday, they have more inbox space and
time to read your message -- plus, the weekend is not yet on their mind. And this may be true in your world (one of
the tricky myths), but what if your target audience doesn't have that routine?
What if they are early risers, type A, and wanting to read the news on Sunday
morning? Then you may be sending your messages on the wrong day! This really
takes trial and error, so you may want to adjust the days you send and see which
one gives you more engagement.
- It's all about the Open Rate. With all of the email marketing metrics now available, it's tough to figure out which ones are truly important and accurate. Although you do want to know if people are opening your email, this metric is a poor measure of your email's success. There are couple reasons why the open rate is misconstrued: 1) If a recipient uses a preview pane (and many do), that will trigger a response that your email has been opened, regardless if the recipient has even seen or read the email; and 2) Several email programs do not automatically load images, which means no open response gets sent -- even though the recipient may have read the entire text and just opted to not load the images.
As technology advances, more and more business owners will be taking advantage of this economical, efficient way to market their business and reach their client base. So knowing how to make your message shine above the rest is important, and avoiding email marketing pitfalls will help you succeed.
Keep on sending!