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Email Marketing: The Top 5 Misconceptions, Debunked

Email Marketing

The benefits of email marketing are multitudinous. Not only can it help with brand awareness and audience building, but strategies can be tailor-made to specific demographics, geographic regions, and other such variables. These are just a few reasons why businesses have invested, and continue to invest, in the services that email marketing companies provide. With this information in mind, kickstarting email campaigns should be a no-brainer. Despite benefits such as the ones mentioned here, businesses may be hesitant to start their own campaigns.

Given the broad scope of the internet, misinformation concerning multiple topics exists. Email marketing is no different; in fact, if a business owner were to research this topic enough, they may find information that would turn them away from this type of marketing. By clearing the air, business owners will have a better understanding of this service before inquiring further. Here are the top 5 misconceptions about email marketing, debunked.

“Email marketing is too expensive.” The key reason why many companies shy away from email marketing is the idea that it’s too expensive. This is especially true for those that are just starting, as they will have to be mindful of the marketing initiatives they invest in. Rest assured, though, that email marketing is surprisingly affordable for the results it can yield. There exists a bevy of tools that assist with long-term email marketing campaigns, allowing users to craft unique approaches that help them reach potential customers in specific age ranges or live in certain regions, just to name a few examples. Simply put, the initial investment is not terribly high. More so, with the right strategy, it will lead to success.

“No one wants to receive more emails.” Another point of contention, when it comes to the myths of email marketing, is the idea that users don’t want to receive more emails. No business would like for their carefully crafted emails to reach the spam sections of inboxes, either. This doesn’t necessarily mean that users don’t want to receive emails; rather, they long for content that appeals to them. This content can be informational, entertaining, or designed to help recipients save money. The more relevant an email is to a user’s interest, the likelier it is that they will open it. To ensure that emails are read and acted upon, ensure that they speak to the audiences they’re meant to cater to.

Email Marketing

“There are specific days and times that emails should be sent.” Have you ever heard that Monday or Tuesday are the best days to send emails? What about the idea that late morning or afternoon are the ideal times to send them out? As any Internet marketing company can attest, email marketing isn’t a one-size-fits-all strategy. A cursory glance online will indicate that there are many conflicting stances on the matter. While a company can find an ideal day and time each week to send emails, more often than not, this is done through extensive research. Consider A/B testing to determine what works best for your company’s initiatives.

“Briefer subject lines, more than anything else, help emails perform better.” There are a few common traits of attention-grabbing subject lines, brevity being perhaps the most notable. With that said, this doesn’t mean that brevity alone will guarantee success in email marketing. Without question, a subject line should be easy to read, but it should also be personalized. As stated earlier, the best content, and emails by proxy, appeal to recipients. For example, if a subject line features the recipient’s first name, as opposed to a general identifier such as “Sir” or “Ma’am,” said recipient will be more likely to open the email. Briefer subject lines help with email marketing, but it would be a fabrication to say this is the be-all and end-all.

“Email marketing isn’t useful anymore.” Arguably the biggest myth is that this is an obsolete practice. One may think of it as a relic of online marketing. On the contrary, it is still one of the useful ways to promote a business and what they provide. Did you know that email marketing has been known to generate a ROI several times greater than contemporary social media channels including Facebook, Twitter, and other such platforms? Perhaps you started an email marketing campaign but noticed next to no results. If so, your strategy could benefit from pivoting. To simply cut email marketing out of the equation entirely would be an oversight.

About fishbat: fishbat is a full-service digital marketing company located in New York. Utilizing the latest technologies and forward-thinking strategies, fishbat is able to create marketing plans that are tailor-made for specific needs and goals. The services that fishbat provides include, but aren’t limited to, social media management, search engine optimization, content marketing, email marketing, and branding. With these, businesses will be able to market directly to their audiences, increasing traffic, engagement, and ultimately, revenue.