Marketers sometimes do a lot of work for less than optimal results, because they trust in email best practices that just aren’t true. In other words, they’re using #AlternativeEmailFacts, says Chad White.
In his article published on Feb. 21 by Marketing Land, White pokes a bit of fun at the concept that marketers believe in best practices that may be costing them millions. The #AlternativeEmailFacts hashtag came about because of a phrase emerging from the White House, “alternative facts,” which had to do with crowd estimates at President Donald Trump’s inauguration. The #AlternativeFacts hashtag then emerged on social media and highlighted absurd claims, mostly unrelated to the White House.
That means marketers who believe in #AlternativeEmailFacts believe in lies.
“Email marketing best practices have been undermined by out-of-date advice that’s echoed endlessly across the Internet until it has the ring of truth,” White says.
Best Times to Send Email
The best time to send all your emails is at 10am on a Tuesday morning. #AlternativeEmailFacts
— Jaina Mistry (@jainamistry) February 8, 2017
Every marketer has a different truth, White says.
While there can be accurate averages, marketers need to test their own best send times and days, as well as calls to action.
Best Gmail Placement
You need subscribers to move you to Gmail's Primary tab. #AlternativeEmailFacts
— Kevin Mandeville (@KevinMandeville) February 8, 2017
Being in the “primary” tab isn’t the best placement for marketers, White says. He emphasizes what he told marketers in 2013.
“By asking subscribers to move your email from the ‘Promotional’ to the ‘Primary’ tab,” he wrote back then, “you’re essentially closing your store at the mall and deploying door-to-door salesmen that interrupt your subscribers’ conversations with their friends and loved ones. You’ll surely be more visible, but also probably more intrusive and ultimately less welcome.”
Mobile Buying Habits
People don't convert on mobile so you don't need to care about it #AlternativeEmailFacts
— Elliot Ross (@iamelliot) February 8, 2017
Back in 2014, IBM was already noticing frustrated mobile shoppers having trouble buying in the channel. Consumers wanted to convert, but couldn’t because marketers weren’t making it easy.
“As brands have adapted to mobile-friendly email and landing page designs, conversion rates have risen,” White writes on Feb. 21.
Print Design Works in Email
— Andrew Beeston ✉️ (@niphal) February 8, 2017
“If you’re applying your print brand guidelines to your email design,” White says, “then you’re ignoring the unique design constraints of email and creating suboptimal subscriber experiences — and customer experience trumps strict adherence to brand guidelines.”
All Emails Look Alike
Emails need to look the same across all email clients #AlternativeEmailFacts
— Courtney Fantinato (@CourtFantinato) February 8, 2017
Create the best possible email, then realize it won’t look like that consistently.
“The smart strategy with email,” White writes, “is to provide enhanced experiences in email clients where they’re supported, and use fallbacks to provide a consistent, minimally acceptable subscriber experience.”
What do you think, marketers? Is this email wisdom useful?
Please respond in the comments section below.