Email marketing is one of the oldest methods of digital advertising to exist; so it may seem strange that there are still many misconceptions about the industry and the marketing channel. Site Impact’s experts have spent a lot of time correcting the myths surrounding email even through today, and while there’s no convenient way to create an exhaustive list, it’s worth debunking a few of the most common misconceptions about email, all in one place. Today we’re tackling the most frequent myths we encounter about effectiveness, regulations, and response to email. Let’s dive right in!
The first misconception we want to tackle is the idea that internet marketing--display ads, social media, etc--is enough on its own to guarantee direct sales. Certainly, banner and display ads and social media marketing, along with SEO, are great tools for helping to get the sale. But when it comes to direct marketing and direct sales conversions, email comes out on top: with a higher ROI than any other digital channel, and even a higher return on investment than many “traditional” channels like radio and print, email is instrumental to direct sales, whether that’s in the B2C niche or B2B.
A lot of people think that email is all spam--but this simply isn’t the case. The CAN-SPAM act was created specifically to separate the metaphorical wheat from the chaff--to come up with terms that legitimate marketers could adhere to in order to identify themselves as legitimate. The best actors in the industry not only get consent to send beforehand, but hold themselves to the highest standard: double-opt in. This means that recipients didn’t just miss a checkbox on a form saying, but actively sought out communications and confirmed it in a second step. This separates legitimate email from spam emailers: the recipients actively want to receive the information.
So if there are people who opt in to email marketing efforts, this myth is obviously untrue; but there’s a deeper truth to reveal here as well. Many brands offer incentives to sign up for emails, but beyond that, consumers and businesses alike actually do enjoy receiving emails from businesses. Multiple studies have confirmed that email is the most preferred channel for marketing communications: consumers, especially Gen X and lower, would rather receive emails about important information from the brands they follow than get the information any other way.
Social media platforms--whether it’s Facebook, Twitter, Instagram, Snapchat, or any other venue--are definitely important to an overall marketing plan for brands of all sizes. But the data doesn’t lie: for direct sales and conversions in general, social media ads and accounts actually aren’t as effective as email marketing is. Email is a trusted channel, a method that everyone recognizes and feels comfortable with. Social gives your brand a personality, a face; email gives you a more direct connection to your prospects, where they expect to hear from you.
There are many myths surrounding email--from how it works, to how effective it is, and beyond. Of course this list of misconceptions is in no way exhaustive; they’re just the most common misconceptions we hear talking to clients and prospective clients. But the truth is simple: when it comes to email, prospects want to receive it, they respond more favorably to it than they do to social media or any other format, and they don’t view it as spam when they’ve opted in for receiving messages from brands they’re interested in buying from. If you have more questions--or want to get the real scoop on any myths you’ve heard about email--contact Site Impact and let us shine a light on the truth.