One of the frustrations we have as a team is how many of the myths of email marketing are still regurgitated and are holding email marketers back. Much of this exists
One of the frustrations we have as a team is how many of the myths of email marketing are still regurgitated and are holding email marketers back. Much of this existswithin the retail industry, so here are the top ones we would like to dispel.
There are many who are still scared of sending too often to their customers, and limit themselves to one email a week. Amongst all of the noise of other emails in the inbox, and the fact that maybe only a fraction of those sent will open (let alone digest and click) it is actually important to send more. Studies show time and again that increasing the email frequency totally outperforms sending fewer emails.
2) Unsubscribes are the biggest problem
This is incorrect. Maybe you get 0.1% or 0.2% unsubscribes each email. However many more people are likely to stop opening your emails as they are fed up with the irrelevant nature. Over time you could find 70% of your database won’t open any emails you send in a 6 months period – in the same time it’s fair to say maybe 5% would have unsubscribed. As soon as you realise this, the drive for improving the relevancy and value of emails starts to happen, and big differences to your email performance will kick in.