Major Email Marketing Myths April 13, 2021, | Posted by Guest

Free Quote

Call Now

Newsletter Sign Up

Sign Up

Company Cookbook

View Now

In spite of the fact that email marketing has been a force for prospecting and getting conversions for decades, there are several myths that continue to plague the industry. Misconceptions about the function of email, about how easy it is, how valuable it is, and so on all continue to keep businesses from realizing bigger potential gains that can come from email, and Site Impact is here to clear some of these myths up. We’re always ready to do a little debunking when it comes to the myths about email, and today we’re tackling some whoppers.

 

Myth 1: Email is dead/ “no one uses email anymore”

This first myth is one that comes up time and again, particularly when a new digital marketing channel rises to prominence. The idea that email marketing is a channel of the past, that “no one does it anymore,” or other variations on that theme has been around and around and around for decades; and it’s continued to be wrong. Just looking at the average person’s inbox will tell you that brands of all sizes are still doing email marketing, and still getting good results from it. In fact, email has an ROI to top digital channels: over $40 in revenue for every $1 in spend. Email isn’t going anywhere, and in fact it’s consistently rated as one of--if not the--most trusted channel for marketing by both consumers and business owners. 

 

Myth 2: Sending to everyone is the best strategy

It used to be the case that email marketing professionals looked to build the biggest lists, and to send to the most recipients they could possibly reach out to. That era is long gone. These days, quality is far more important than quantity; it’s better to send to a few highly qualified leads than to send to a lot of people who aren’t likely to be interested in your products or services. In addition to wasting your money, sending emails on a batch-and-blast strategy can damage your reputation with the email platforms, making your future email campaigns less and less effective. Segment your audience, and tailor your message to each group of recipients in your audience, to get the most bang for your buck.

 

Myth 3: the audience is the same as the sender

A major, persistent myth in email marketing efforts is the idea that the audience is the same--and has the same priorities and the same needs and wants--as the people and the brand sending the email. If you don’t know your audience, you won’t be able to market to them effectively. It’s important to do the research and find out who you’re sending to, and whether everyone you’re sending to is the right target. Once you know your audience, you can craft personalized messages, and tailor your approach, resulting in much better returns. 

 

In spite of the fact that email marketing has been around for decades, there remain a lot of myths around the channel. The idea that email is on its way out--or is already in the past, the idea that the audience is the same type of person as the sender, and the idea that blasting out the same message to as many people as possible, will lead businesses astray. In order to get the most out of email marketing, it’s vital to know how it has and continues to grow and change and adapt. Contact Site Impact to hear how we can help you start or step up your email marketing game.