Some of the email assumptions that have been told time and time again may have not been true and may guide your email marketing in the wrong direction. Here is a list of myths that millions of people believe, and the facts that disprove them.
1. Buying an email list is a fast and reliable way to gain contacts.
Many marketers believe that this is a shortcut to gaining thousands of leads in minutes, but these contacts have no idea who you are and did not show interest in your company in the first place. This is a quick way to get your emails spammed and blacklisted.
2. Unsubscribes are not a good sign.
Prospects that are unsubscribing from your list is not a bad thing. In fact, when people unsubscribe, it is someone directly telling you that they aren’t interested in your emails and/or product. When the people who aren’t qualified for your list unsubscribe, it improves the quality of your list and decreases the chance of people marking your emails as spam.
3. Sending lots of emails produces lots of sales.
Email marketing is a great revenue driver because it nurtures every lead in the exact amount of time they need in your sales cycle, but when you bombard your list with constant emails, less people will engage which will directly impact your returns. It is important to find the right frequency that your list will appreciate.
4. Avoid sending emails on the weekend.
Weekdays are an extremely valuable time to send emails, but if you’re providing massive value to your list and if they’re eager to receive what you have to offer, they don’t care when they receive it. But statistics show that when you send emails on the weekend, people will most likely view it on their mobile device, so make sure its mobile friendly.
5. Multiple call to actions on an email is great for engagement.
Call to actions are extremely important, and it may seem like you want your prospects to have many options so it can increase engagement. But when your prospect clicks on your email, it needs to be clear what they need to click with only one, or max two, call to actions.
6. Test send and email to myself before broadcasting to make sure it looks good.
A lot of times marketer will send a test email to themselves to make sure it looks okay before sending it. This isn’t necessarily an accurate way of viewing because emails can differ between browsers and devices. A few resources like Litmus or Email on Acid can ensure that your messages look perfect on all devices and prospects.
7. When someone gives you their contact information, you can contact them as much as you want.
When a prospect enters their contact information, understand what they’re expecting and need from you and ONLY send what they wanted. If you overload them with emails and assume they’re interested in every email, they can mark you as spam.
8. Use 1 Call-to-Action Color
It’s important to test different colors on your call to action buttons in your email marketing. This will help you understand what your list responds best to. This also applies to positioning of your CTA. Test placing your CTA in the middle or top of your email. Placing a CTA is understood to be at the bottom of emails, but that is not always the position for the best engagement.
9. You should use the same theme for every email.
Some believe that using the same template in every email is important in creating branding in your email marketing, but if you have been using the same template for a while, consider switching it up to present your content differently. Changing your templates may result in statistics in what your list responds best to.
10. You should make your emails constantly consistent and frequent.
Some recipients don’t want to be receiving all of your emails because it may be too frequent for their liking. Instead of forcing them to opt out, give them the option of pausing your emails or just receiving a certain amount of emails a week. This customization will lower your unsubscribe rate and help leads appreciate and engage with your emails more.