One of the most advanced tools in marketing is email marketing, although for many people this may seem strange. It’s not difficult to explain – from year to year, every day, email marketing is overgrowing with a larger layer of myths and it’s very difficult to discern real facts. As a result, many marketers began to be skeptical about this area of marketing. So let’s dispel some of the most entrenched myths and stop deceiving ourselves.
Myth 1: Email marketing is hopelessly outdated
We all understand that email is an obsolete marketing tool, people open fewer letters and spend less time reading them … Actually, no. According to Litmus research, the time users spend on reading letters from various brands has increased by 7% (from 10.4 to 11.1 seconds) over the past 5 years. Moreover, the number of sent emails is growing every year – MarketingProfs University reports that more than 180 billion emails are sent daily to more than 4 billion client email boxes. Experts say that this figure is growing at an average rate of 6% per year.
Myth 2: Exaggeration of importance and distortion of the aim of the email header
It is believed that a successful title is the one that prompted the client to open an email, for which complicated and pretentious formulations are used. In fact, the situation is reversed – as Sumo reports, according to research, super creative and bright email headers only frighten off users and reduce the level of their convertibility into buyers, on what, in the end, email marketing is aimed at. This fact is also confirmed by Mailchimp data, according to which the level of email openness with simple and truthful headers is higher. People do not like being deceived. The other interesting fact is that emails with plain text and professional email signatures have higher CTR.
Myth 3: The best time for mailing is Tuesday at 10 am and Thursday at 3 pm
This is utter nonsense. The reason for this myth is the publication of Pure360, which indicated exactly this time, as the best for sending emails. However, everything is not so simple – first of all, the priority time for distribution depends on the potential customers, that is, the target audience. Further, it is worth noting that 85% of emails are opened 2 days after receipt, and the percentage of purchases in the next two weeks is higher than in the first days.
Myth 4: Email marketing does not work with mobile devices
Progress is inexorable, we too should not stand still. If before the mobile phone was just a means of communication or, in extreme cases, replaced Tetris, today it is a multifunctional device that provides us with the necessary information and services. One of these services, of course, is e-mail. People are increasingly using mobile devices to surf the Internet, and we should not ignore this.
To summarize, it is worth noting that email marketing, although old, is not useless and progresses every year, as the statistics show. Trends are changing and new methods of mailing (for example, a personal mailing that has superseded an advertising mailing) are emerging. Therefore, the email platform is ideal for promoting your business on the Internet, if you use it wisely.