Email is a marketing channel that’s overlooked by many marketers which is why we’re going to take a look at some email marketing myths. This blog will look at the truth behind these myths and explain why you should pay attention to them.
- Email marketing is dead.
- People hate marketing emails.
- Cold leads never work.
- Unsubscribing instantly means they are not interested.
- Email marketing is expensive.
Myth #1: Email Marketing is Dead
First, let’s take a look at what is the biggest myth around email marketing: It is dead. Well, the fact is that it is not true. Marketing with email is alive and kicking. According to the DMA, there are over 200 billion emails sent every day as of 2016. Yes, there are more emails sent than there are people on the planet, and it is still growing! What’s the secret behind this huge number? E-mail marketing is still the most effective way to get in touch with the potential customers. It is a great way to make sales, gain customers, and promote your brand. However, sending the same (or same type) email every time won’t work. You have to be strategic.
Myth #2: People Hate Marketing Emails
I hear it all the time: “People hate marketing emails.” But the fact is this sentiment is completely false; people don’t hate marketing emails, they hate spam. Your marketing email is not spam. In fact, people find it really useful if an email can deliver the information about what they were looking for (or they are interested in). Make sure your email is relevant, interesting, and valuable to your customers. If you’re sending out email newsletters on a regular basis and your customers aren’t opening them, then you need to change your strategy. Maybe it’s full of fluffy filler and no real substance. Maybe you’re sending it too frequently. Maybe you need to add some compelling content. Whatever the case, you need to make sure you’re writing the best possible email for your customers.
Myth #3: Cold Leads Never Work
Cold emailing is a skill, and it can be mastered by anyone. Many people think that emailing a cold lead is a waste of time. But if you are able to grab the attention of your audience, there is no limit to what you can accomplish. The key is to approach each email with a personalized message. If you can find a way to position your business as a solution, you have a good chance of getting a response. You have to be able to show that you understand their pain points and that you have a solution that will benefit them. But more importantly, your leads must belong to the same category of your business. You should be emailing to someone who might need the services you offer. You can read the cold email marketing master class article below to make sure you never miss this huge opportunity.
Myth #4: Unsubscribing Instantly Means They Are Not Interested
The unsubscribing instantly myth is one of the biggest myths out there. It’s a very dangerous myth that stops a lot of people from getting the success they deserve with their email marketing. In short, it’s the belief that if someone unsubscribes instantly, they are not interested and that they won’t ever come back. This is complete and utter nonsense. In fact, if someone unsubscribes instantly, they are more likely to come back and visit your site. This is because they are not interested in the content you are sending them. They are only interested in what they can get from you. If they were interested in your content, they would probably have stayed. However, if they are unsubscribing instantly, that means your content is not meeting their needs. The best time to email someone is when you have something that they need and have never seen before. Don’t get me wrong. I am not saying you should keep them emailing even after they unsubscribe. In fact, you should not send any further emails to him. However, you can send a soft confirmation that his subscription has been canceled and in that last email, you can try a little different approach to convince him about your product (but softly) and remember this is your last chance. The main point is, you should try to figure out why he unsubscribed that soon and try fixing that issue with your other customers.
Myth #5: Email Marketing is Expensive
Email marketing is only expensive if you are not doing it right. There are a lot of open-source and close to free services which can offer you great quality service. For example, Amazon SES charges $0.10 for every 1,000 emails you send. The ElasticEmail does this even at a low price ($0.09 for every 1,000) emails. You can also use your hosting’s email for marketing purposes, which comes free of charge along with the hosting. And in terms of email management software, there are a lot of companies that provide email marketing tools at a very low rate. There are open-source options available too. If you can do email marketing correctly, getting 50x results at the same cost compared to an ad is a normal thing. Although the conversion rate might be higher on ads, Google search ads can cost you $10 for just a single click (on good keywords, with 10-20 impressions maybe). And at that rate, you can get 1000-5000x more impressions via email marketing. Even after considering the low conversion rate, the conversion would still be 50x higher. However, the most important thing is you have to do it correctly. Otherwise, there can be zero conversions also.
Proper email marketing can be hugely profitable, but you need to do everything right. You need to optimize your email marketing campaigns to make sure you get the best results and you need to check that you aren’t doing anything wrong. And thank you for reading, we are always excited when one of our posts is able to provide useful information on a topic like this.