Myths And Science Of Email Campaigns

Email marketing is the original online method prior to social marketing.  Even though social media marketing is growing quickly, email is still the method that everyone uses and checks on a daily basis.  The following is a quick rundown of all the existing email campaign myths and science.

1. Myth:  Business to Business and Business to Consumer marketing are very different.

Science:  88% of all email users combine both their work and personal email in boxes.  This means that they have formed similar habits as to how they interact with their email, even if they might have separate email accounts.  The take away here is that Business ARE Consumers and should be marketed in similar email campaign approaches.

2. Myth: Sending email campaigns on late afternoons in the middle of the week are an effective approach.

Science:  Early mornings are the most likely time for an email to be read because it is like a homework assignment.   The sooner one gets through with it; the sooner one can get to more important activities.  Weekends are the best time to get emails read because there are less competing work assignments.

3. Myth:  Including lots of pictures and complex layouts insure entertaining reads.

Science:  80% of emails are now read on mobile devices.  Thinking about limiting pictures and tightening up the screen size for mobile computing will increase emails that get read.

4. Myth:  Keeping it simple with less linking options will better insure that the email is read.

Science: Providing more options to select actually satisfies the sophisticated Internet users of today.  It also lessens the likelihood of unsubscribe because there is more details to deal with.

5. Myth:  Referencing to other sources of expertise lessens your company’s legitimacy.

Science:  Today’s users are looking for web sites and email which summarize and point to multiple sources of expert advice.

6. Myth: The subject line needs to be market glitzy to get read.

Science: Serializing the subject line helps the email reader to categorize for later recall and review.  This means that a descriptive line such as Newsletter #... gives the reader an easy recall categorization like library index cards did in the old days.  In addition, most email abuse reports center around miss-leading subject lines.

7. Myth:  Using exclusivity offers is not believable and lowers email effectiveness.

Science:  People are always looking for an opportunity to leverage a relationship to their advantage.  When an exclusive offer is made, this signals the availability of an opportunity that should be considered.

8. Myth: Commercial emails cannot be personal, so do not try to make it seem that way.

Science: People are always looking for the personalization, even celebrity, nature of an email message.  The core human desire is to trust, even emails are required to express trust.  In addition, the reader wants to know that they are communicating with a real person, not a robot email spammer.  In order to have a successful email campaign, it is necessary to promote trust by asking for feedback.

9. Myth:  Too much email will drive customers away.

Science:  Only too much non-useful email drives customers away.  People are looking for good sources of information.  If they find useful information in the emails, they will categorize and archive it for later retrieval reference.

10. Myth:  It is not necessary to get our existing subscribers to re-subscribe.

Science:  The longer a subscriber does not interact by signing up for the new event, the less interest that the email recipient is demonstrating for what the company offers.  It should be a continuous effort of any email campaign to reinvigorate the email list.

11. Myth: It is more likely that someone will forward an email rather than follow the company.

Science:  People are reluctant to recommend a company, or email, because it puts their credibility on the line.  However, they will easily vote via a Like or Follow.  This is a safe recommendation because it is a vote, not a formal recommendation.  It is better to ask the email reader to Follow you, rather than forward the email.

(Credits: Inspired by a webinar from Hubspot.)

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