Over the years, there have been many myths created surrounding email marketing. And while some myths have a certain degree of logic attached to them (larger list equals more sales), others are just plain crazy (sending email on weekends is pointless). Here are 3 email myths for you to contemplate when creating and managing your email campaign.
Larger List Equals More Sales
This is untrue for a variety of reasons. Yes, being able to market to a larger number of people seems like an easy way to generate a large number of sales.
The reasoning: if everyone on my massive list makes a purchase, I'll make lots of money.
The problem is that unless you attract a large number of people who are very interested in buying your products, not everyone on your list will make a purchase. In fact, a list made up of those who aren't very interested or only have a passing interest will most definitely not make a purchase. But why did they sign up in the first place, you ask? Probably to take advantage of some of that quality information you provide. That's not a bad thing - that same quality information attracts those that buy as well.
Focus on creating a list made up of those very interested in making a purchase. Target these people through social media, SEO, blogs and forums.
Sending Email on Weekends is Pointless
Nowadays, the weekend may be your only shot at reaching subscribers. With so much email flowing through inboxes during the week, you can set yourself apart by sending messages on the weekend. Choose a time (in the morning or afternoon - in the evening if you want people to read it the next day) that's convenient for most people on your list. If you're not sure, create short poll and ask subscribers when they check their email on the weekend.
Don't worry about pulling people away from family obligations or weekend errands as most people have smartphones and will check their email at least once or twice during the weekend anyway.
Email Marketing is Dead
This is perhaps one of the most deadly of all email marketing myths. No, email marketing is not dead - in fact, it's more popular than ever (just check your inbox). How you market your business using email marketing has changed, however. It used to be enough to send the same messages to every person on your list, but these days, you need to send tailored messages to specific parts of your list (email list segmentation) based on what you know about subscribers. People are looking for better customer service and more personalized interaction with businesses online and off. If you can deliver, then you will have continued success when sending bulk emails.