From now onwards I have a new purpose: hunting as many false myths as possible. They can really hurt your marketing efforts either way you are a novel specialist or a small business trying to apply all you can learn from the Internet. I’d like to start by Email Marketing as it’s one of the disciplines that collect more tips online.

I’ve brought together these 10 facts from a few success stories in the UK and the US, and I’ve tried to summarize them in this infographic. You’ll find down in the post some other facts you’ll also be interested in:

Myths about Email Marketing to take into account - Social With It - Social Media Blog

1 Users get thousands of branded emails…

That’s just not true. About 60% of them receive less than 6 emails from brands per day, according to the DMA and eDataSource’s studies.

2 Best timing to send a corporate email is at 3pm on Thursday… 

Other will tell you that the best time is early in the morning. Others will recommend you to email your customers on Monday in order to get the best results… Don’t pay attention to any of them. The best practice is to check your own best timing by sending an A/B test, which is very easy if you use third party tools for you Email Marketing campaigns. Besides, it’s proven than 85% of opens happen two days after you sent the email… And those who wants to purchase will probably do after two weeks.

3 Users will send your email into the spam folder…

They will probably not… Other data from the Ecommerce studies is that less than 1 subscriber in 2,000 will actually mark a branded email as spam.

4 The more emails you send, the more they will ignore you…

That will basically depend on the Subject line and how appealing the content is. It will not depend on the amount of them though. However in order to reduce your unsubscribes, just include an option to lower the number of emails they want to receive or add categories the way they can subscribe just to a few of them.

5 Don’t send the same email twice…

Let’s say this is true… Just in half. Do not drop the same content with the same design and subject. Try to be original and change both if you have to repeat an offer or a specific content.

6 Short emails with an amazing design, much better…

I agree less is more in all related to Digital Marketing but make sure you do include enough content to give your subscribers the value they are looking for. Don’t send just a call-to-action or an appealing image! Some of them will want much more than that.

On the other hand, highly designed emails are sometimes a problem for those users who prefer to receive a PLAIN TEXT message, so don’t forget to include it as an option!

7 Short Subjects will get you better results…

Just apply the same rule than in the previous fact. A very short subject will not say anything about the content. Users won’t have the need of open it. Try to be explanatory enough.

8 Small Businesses should send newsletters instead of promotional emails…

Actually they shouldn’t. The problem here is that newsletters get less clicks than promotional emails. That happens because users won’t be reading linked contents for more than a couple of minutes. The best practice is to mix both strategies. 

9 Open Emails is a reliable metric…

No, it’s not. Pay attention to this data because it’s tricky! Every time an user have images blocked for emails, that won’t count as an open email even though the user HAS READ the content.

10 Emails go to Spam folder because of the Subject…

There are plenty of threads about this across the Internet. Even though you try not to use certain words in your subject or follow the CAN-SPAM compliance, a few emails will end in that folder. But not all is subject’s fault. Let’s see what anti-spam filters will detect, according to Inc.com:

  • Talking about “a lot of money”
  • Use words such as “urgent” or describe content like a “breakthrough”
  • Don’t be extremely expresive!!!!! or WRITE EVERYTHING IN CAPITAL LETTERS
  • Check out the font colour: bright green and red are easily detected as spam.
  • Don’t send an unique image as filters will understand you’re trying to cheat.

Sources: Inc.comEntrepreneur Tryitlocal.

Now it’s your turn! Tell me what facts do you have into account when sending corporate emails or newsletters. I’d love to learn more from you!

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