Email Marketing MythBusters: 3 Beliefs You Shouldn’t Buy Into
“If I build it, they will come.”
“Facebook ads will solve my problems.”
“I need an MBA to really build a successful business.”
Though intentions might be in the right place, some of the ideas we continue to entertain are simply not true–even if they are widely believed.
In the competitive landscape of digital marketing, it’s important to know which commonly held beliefs actually hold weight and validity and which ones don’t.
One area where there’s noise about what does and doesn’t work is email marketing.
In this post, we’ll provide clarity around three popular beliefs about email marketing. Fasten your seat belts, ladies and gents, because it’s time for some myth busting!
Email Marketing Myth #1: Certain days of the week are best to send out emails.
If you look at a variety of sources and compare what they deem to be the best day of the week to send out marketing emails, you’ll find that…there’s a lot of conflicting opinions.
For example, an article in Inc. Magazine reported that Thursdays were the best day to send marketing emails out.
However, SEO Pressor claims that Tuesdays are the best day, after analyzing research taken from ten studies.
What we as business owners have to bear in mind is that many of these claims are based on studies that analyze data across various industries with varying subscriber base sizes.
Although you may want one easy answer to guide your email marketing strategy, the reality is–what might work for one company won’t work for another.
See what works best for your specific niche and audience by using A/B tests and determining which day(s) are most effective when converting customers via email marketing.
Email Marketing Myth #2: The shorter the subject line, the better.
There’s a LOT of hype out there about keeping things short and sweet.
It makes sense–living in the age of information often overloads our brain, and people crave simplicity. Just look at the success of Twitter and 140-character tweets.
However, when it comes to email subject lines, you actually don’t always need to keep things short, even if the subject line gets cut off.
A 2015 study from Return Path analyzed 9,313,885 emails from more than 3,000 retail senders in February 2015 to determine the average read rate.
The most frequent length of characters in subject lines was 41 to 50 characters, most likely because any longer and they get cut off in inboxes (especially when being viewed on mobile devices).
However, the study found that longer subject lines appear to be more effective–subject lines of 61 to 70 characters had a 17% average read rate—the highest of any length.
Yet again, this brings up the point that A/B tests can be your best friend when determining what works best in your unique situation.
Whatever the length of your subject line, at least make sure the subject line is eye-catching. And in many cases, sender name can carry more weight than a subject line, which makes the case for building up your brand identity and loyalty.
#3 Myth: Email marketing is dead.
“Email marketing is dead.”
It’s a popular catch-phrase being tossed around at conferences and in board rooms.
Bold statements like this one are trendy in the digital marketing industry, since people are always trying to predict the next big thing and forecast the future.
However, it’s a bit too dramatic for our taste, and simply false.
Research is finding that email marketing continues to thrive and deliver positive results for a variety of businesses.
Email is at least 4 times more effective in reaching your audience than Facebook, and in 2016, the US Direct Marketing Association found that every dollar spent on email marketing is projected to bring in $35.02 (source).
“Come on,” you may be thinking, “what about mobile? Are people actually reading emails on their phones?”
According to Litmus Email Analytics, as you can see in the chart below, people are spending more time reading emails on their phones, not less.
From how we see it, the evidence is in…email lives!
If some of the above clarified myths are ideas that you believed to be true in the past, it’s time to change course and potentially see improved results.
Continuing to buy into some of these widespread beliefs will ultimately hurt your success rates.
No need to feel embarrassed for believing the hype–digital marketing is still a relatively new industry, and it’s hard to know what’s true and what’s false.
In the end, it comes down to staying informed and educated on what hype to believe and not believe.
Looking for additional ways to increase conversions with your email marketing efforts? Here are ten simple tips to achieve just that.