Ignore the following e-mail marketing myths. Apply our secrets for success instead.
Myth #1 E-mail marketing is dead
At Tate Design, we disagree. Instead, we help our clients publish effective, trackable e-mail.
Find out how to make the most of e-mail marketing in “Why E-Mail Marketing Is Still A Great Tool For DIY Marketing Month And Beyond” and “Should I Stay or Should I Go? How to Determine the Effectiveness of Your Email Marketing Campaign.”
Myth #2 E-mail is just for old people
Adults of all ages read e-mail. Younger adults are more inclined to read e-mail on smartphones while older adults read on a variety of devices.
For best results, make sure your e-mail newsletters are mobile-friendly.
Myth #3 The bigger your list, the better your results
Your list is only as good as the people on it. Are they loyal customers or are they searching for answers before they make a purchase? Know before you send out e-mail.
If your list is made up of both fans and seekers, subdivide your list and send out e-mail tailored to each group. Offer rewards to loyal clients and information to prospects. That way, everyone gets exactly what they need, and you get better results.
Myth #4 The more keywords you use, the better
While keywords and hashtags can certainly make a difference with search engine results, you need to remember you are writing for real people. Write as if you were speaking personally to one of your loyal readers.
Know their needs then choose words that will educate, entertain, and inspire your audience to take action.
Myth #5 You have to publish often to be successful
Unless you already have a massive following hanging on your every word, quality wins over quantity. Take the time you need to write in-depth articles instead of publishing more frequent fluff pieces in order to keep e-mail subscribers.
Experiment with how frequently you send out e-mail. Depending on your readership, your open rate may actually increase if you publish less often.
Myth #6 Your headline is more important than your content
A well-written headline will motivate readers to open your e-mail. Well-written content that fulfills the promise of that subject line will keep them reading. If your content fails to live up to your title, you risk losing subscribers or being delegated to their spam folders.
Choose your words wisely. While an argument has been made for short headlines because devices may truncate lengthy ones, it is the promise of what you can do for the reader that ultimately leads to opens and clicks. Read more in our previous post “Email Subject Lines: Art or Science?”
Myth #7 Every e-mail should lead to a sale
Every e-mail should include at least one call to action. Calls to action should match your content.
If you are talking about a new product, “Buy now” is your call to action. If you are showing or telling customers how to use your newest invention in interesting ways, “Read more” or “View now” would be appropriate.