5 Dangerous Email Marketing Myths
Email marketing is one of the oldest web marketing tools, so it’s no surprise that there are so many myths about it online. Many of these myths are innocent and harmless, but some are not, and if you act on them, they can damage your email marketing campaigns. Here are five dangerous email marketing myths.
Subscribe and unsubscribe statistics are reliable for determining whether contacts want to hear from you or not.
The fact is that subscribers who become disengaged with your emails don’t unsubscribe most of the time, especially if you’ve been careful to tuck away the unsubscribe button where it’s not too obvious. A more reliable metric is user engagement. How many people click the links you send them? How many press Reply?
Unsubscribes mean your newsletter is bad.
There are many newsletters online, more than customers have time for. It’s likely your unsubscriber’s just don’t have the time to read your information anymore, not that they don’t want to do business with you anymore.
You can’t generate leads with email.
Yes you can, because good marketing emails get shared. Moreover, subscribers can become customers, at any time, although they might have never intended this when they signed up for your newsletter.
Marketing emails need to be loaded with graphics.
Graphics help, but they can also hinder. Many people hate HTML-based emails with lots of graphics in them, and they stick to the plain text emails. The content and the call to action matter more than the graphics, which are there only for the professional presentation.
The longer the subject line the better.
Quite on the contrary, subject lines below 30 characters often prove the most effective, especially when you’re promoting a product or service intensively, and your call to action is loud and clear.
