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4 Email Marketing Myths That Are Hurting Your Email Campaigns

April 12, 2019

Email marketing can be an extremely powerful tool when it comes to getting the word out about your business. There are a lot of myths that many of us still believe when it comes to this form of marketing though.

Here are some of the top myths that are hurting the success of your email campaigns.

Myth #1: “Email marketing is not a good use of time/money.”
Email marketing is a great opportunity to get messages out to your current and potential customers. With every email sent, customers are re-exposed to an organization’s brand and message.

Aside from just brand awareness, emails also have the ability to increase sales. Around 40% of adults have made a purchase as a result of an email offer. The time and investment that goes into sending out emails is relatively low compared to the return a business can see from them.

Myth #2: “There is a universal best day to send out emails.”
While there is a lot of research about the best days to send out emails, there is really no universal day that is best for every business. The best day to send depends on a variety of factors.

Some things to keep in mind when choosing the date and time to send out your email:

  • Industry
  • Target audience
  • Email subject
  • Offers/Sales/Special events etc. included in the email

Tracking email analytics like open rate, click through rate, and conversions can help you gain insight and find the best date and time for your business to send out emails.

Myth #3: “Open rate is the most important metric when it comes to email marketing”
While open rate is important and something to track when it comes to email marketing, it is not the only metric that matters--or even necessarily the most important. Instead of focusing on the open rates, track how many leads or conversions you are getting per email.

This can help you adjust your messaging for future emails depending on how certain ones perform. These conversions are what you are hoping to achieve in sending out emails, so why not track them?  

Myth #4: “Most people check email on their laptop or computer”
With smartphones playing a larger role in our lives than ever before, it’s no wonder that email is going mobile too. More than half of all emails are opened on mobile devices, so it’s important to send mobile-optimized emails to  recipients.

Having responsive, mobile-friendly email templates will help them get read by more people and generate as many customer leads as possible.

If you're looking to strengthen your existing email marketing campaigns or start sending emails for the first time, our digital marketing team can help! 

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