The Myths of Email Marketing

Before the internet, one of the prevalent stay-at-home business schemes was convincing people they could make money stuffing advertising flyers into envelopes and mailing them.

Fast forward to the internet era. The U.S. Mail was replaced by the internet as the delivery vehicle. Digital advertising replaced the advertising brochures, and email addresses replaced physical street addresses.

Many people are successful at making money through email advertising. Unfortunately, the industry is rife with myths that either exaggerate the potential to make big money through email advertising or makes false and unfair accusations that denigrate the entire email advertising community.

Here are some of the more common Email marketing myths.

1. Consumers already receive too many emails. Not true. Statistics show that 60% of people receive less than 6 emails each day from branded advertisers. Of those, 40% of them received less than 3 emails.
2. After 6 months of inactivity, remove the user from your email address list. That could be a costly move. Records show after 6 months, 20% of the inactive users will eventually open emails.
3. Certain words doom your email straight to SPAM. Not true. There are no “spam words” that internet service providers (ISPs) identify as spam.
4. You can make big money right from the start buying mailing lists and e-mailing ads. The problem with this claim is that many mailing lists being sold for this purpose contain old and invalid addresses and are practically worthless. E-mail marketers who do turn a profit have usually developed their own mailing lists of responsive customers over a long period of time.
5. The more emails you send, the more they are ignored. Unproven. Each email is an opportunity to present something new. Advances in marketing automation have increased the ease of mass emailing. Take advantage of it.
6. The shorter the email subject line, the better. Subject lines with 60 characters of less have been shown to increase the “open” rate. However, subject lines with 70 characters or more have also been proven to increase the click-through rate. That’s where the money is.
7. Certain days of the week and hours in the day are best to send email. The “best time” myth is constantly changing. One month it’s Thursdays at 3:00pm, the next it’s Tuesdays at 2:00pm. Considering the fact that 85% of emails are opened 2 days after receipt, the send time is really inconsequential.
8. Never send the same email twice. Not true. Repeat mailings via marketing automation systems to non-responders saves time and money in design and coding. The chance of a response from a second email is just as good as from the first.

Successful small business marketing via email takes time and patience. If you’re concentrating on making one-time sales rather than building long-term relationships with the customers on your mailing lists, you’re headed in the wrong direction. Ignore the myths about email marketing. Conduct your own trial and error research to ensure your small business marketing plan is producing the results you’re aiming for.