Email Marketing Myths: In Search of the Truth
Are you only sending email campaigns on Tuesdays at 10 a.m. and Thursdays at 3 p.m.? What about vigilantly avoiding a set list of spam "trigger words"? Aggregate data has historically told us that these are email marketing best practices, but are they actually true or simply myths? I hypothesize that these "best practices" are undercover myths, leading to marginal campaigns and subpar results. To test my theory, the Campaigner team donned our email marketing lab coats and safety goggles to identify, analyze and label five common email marketing myths as busted, plausible or confirmed:
Myth No. 1: Email marketing is past its prime. Marketing professionals have been hearing for over a decade that "email marketing is dead." As a result, many marketers conduct email campaigns on autopilot, using the ineffectual "spray and pray" methodology. Upon further analysis, the myth was debunked. Email marketing is thriving! In fact, email marketing remains the best communication channel for return on investment. Revenue from email has increased 28 percent in one year alone, and 68 percent of companies rate email as the best method to see a real ROI.
Myth-busting Tip: Ditch the idea of email marketing simply being a checklist. Treat it with the respect it deserves as a powerful revenue driver with key performance indicators that quantify its effect on your bottom line.
Myth No. 2: Send emails ONLY during a set day and time. Studies over the years have compiled data suggesting the most likely times for consumers to open emails are 10 a.m. on Tuesdays and 3 p.m. on Thursdays. The data renders the myth true: This practice will deliver results, however marginal. With that said, for optimal results, marketers need to understand that specific customer behaviors should drive email timing, not general industry data.
Related story: Will Email Marketing Be ‘Gmailed’ Out of Existence?