Email Marketing: Breaking the Myths


There are quite a few myths about email marketing and differing views on what’s best practice when it comes to running your campaigns. Some people think that it’s a waste of time, especially as so many people nowadays feel inundated with emails and are struggling to keep on top of their inbox. Others will spend time telling you the best day of the week to send your campaigns or how frequently you should be sending them.

All this different advice can be very confusing when you’re first starting out. So here are 5 common myths that you might come across when you’re investigating using email marketing for your business.

Tuesday and Thursday mornings are the best times to send your newsletter. In fact, studies have shown that weekends get the highest click through rates, with the early morning being the best time. However, other people find that afternoons work best for them. So if your campaigns aren’t performing as well as you would like then split test them and see if weekends or afternoons work better for you. Avoid Mondays and Fridays though.

You need a compelling subject header for each email. Trying to write an eye-catching subject line can be hard work but again studies have shown that recipients will actually respond better to a familiar subject header such as “My Company newsletter”. By sticking to a similar subject line for each of your emails, the recipient will instantly recognise that it’s from you when it lands in their inbox and are less likely to delete it.

Sending too many emails equals spam. Very often when people start using email marketing, they are worried about sending too many messages to their contacts. In fact, it’s been shown that the unsubscribe rate is higher if you only send 1 email a month or less. By scheduling regular emails (ie at least 2 a month), your readers will get used to receiving your messages and instantly recognise them when they arrive.

Test your newsletter in a range of email browsers. It’s useful to ensure that your newsletters can be read in a variety of email browsers such as Gmail and Outlook but in fact 80% of users now read emails on their mobiles. So always check that your emails are displaying properly on mobile phones too.

Don’t sell. Newsletters are a great way to share valuable and relevant information with your contacts, but like all marketing, they also need to be a way of generating business. So add call to actions with a link to a landing page that contains a request that will generate business or leads.

What you have to remember is that email marketing is like any other form of marketing – what works for one person’s business may not work for yours. So spend time testing out your campaigns to see what works effectively. You never know, sending out a newsletter at 7 o’clock on a Sunday morning may just bring the results you’re looking for!

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