Email marketing is surrounded by so many myths that an internet marketer has to wade through them like a jungle. Today we will dispel 12 of the most famous myths in this area famous email marketing myths and tell you how things really are.
MYTH #1. The subject line has the greatest impact on email open rates
The sender name, not the subject line, has the greatest impact on a user’s decision to open or not open an email.
The roots of the myth are in the world of advertising, where the headline, according to David Ogilvy, attracts 5 times more attention than the text of the ad. But emails have long ceased to be faceless advertising, they are becoming more and more personalized, which helps to create much more trusting relationships between the online store and the recipients of the mailings. And therefore, it is the sender’s name that has the greatest effect – according to angola email list 276670 contact leads by Litmus and Fluent, this is the first thing the recipient of the letter pays attention to.
MYTH #2: Millennials don’t like emails
For commercial communication, millennials, like other age groups, prefer the e-mail channel. Moreover, famous email marketing myths they consider e-mail a very convenient method for long-term communication.
Millennials have come under intense scrutiny from marketers in recent years, but their differences from other generations aren’t always as striking as they seem. According to research from Fluent and Litmus, shoppers aged 25-34 are more than optimistic about the future of email communications.
MYTH #3. The subject line of the email only affects the Open Rate
Email subject lines impact a lot more metrics, including conversion and order volume.
Don’t believe me? Run AB testing of different topics and pay attention to all the indicators up to conversion – you will see how the numbers change throughout the entire depth of the sales funnel. This happens because the subject of the letter forms certain expectations in the subscriber of what he will see when he opens the letter. If these expectations are met, he is ready to follow further along the funnel until he makes a purchase. If the subject of the letter interested the user, but the content turned out to be completely irrelevant – this will bring nothing but an increase in the Open Rate.
According to research by Retail Rocket, a more relevant email subject line results in an average 21.7% increase in orders.
MYTH #4: Every year, buyers spend less and less time reading email newsletters
Every year, buyers spend less and less time reading email newsletters.
According to statistics, buyers are spending more and more time reading e-mail.
Surprisingly, but true, according to Litmus research , over the past five years, the time spent reading emails from companies and brands has increased by almost 7% (from 10.4 to 11.1 seconds), and on mobile devices the reading time is longer than on PC screens. One of the factors that contributes to this is the personalization of emails from online stores. When a user receives a relevant message with offers that are interesting to him, he reacts to it much more positively than to advertising messages addressed to everyone.
MYTH #5: The main and only purpose of the subject line is to encourage the subscriber to open the email
The purpose of the subject line is not only and so much to generate opens. It should encourage those users who will convert into buyers to open the letter. Choosing the right audience is a key element of digital marketing. So if you want your letter to not only be opened. But also to take the target action, be consistent: the subject line should attract the right audience. Segment that will be ready to make a purchase based on this letter.
MYTH #6: To grab the user’s attention, the subject line of the email must be exciting, intriguing, and even provocative
Many emails that perform well have fairly simple and sometimes even boring subject lines. Of course, you can and should use a creative approach to choosing a subject line, but according to a Mailchimp study , the most important thing is that the subject line matches the content of the email. And according to a Sumo glimpse into moshi’s capabilities , creative subject lines are less likely to inspire a user to buy, and their conversion rate is lower.
MYTH #7: Buyers don’t check their spam folders
According to a Litmus study , 67% of shoppers check their spam folder at least occasionally. And 60% periodically move useful emails out of spam.
MYTH #8: The worst thing that can happen to an email is that it won’t be opened
It’s much worse if your email is opened thanks to the subject line or other factors. But the content is completely different from what the user expected. Disappointing emails are often added to spam, they encourage unsubscribes from mailings. According to Litmus , 54% of recipients feel deceived if the subject line does not match what’s inside.
MYTH #9: Marketers and subscribers define spam the same way
While marketers of brands and online stores are most concerned with the formal. Side of the issue – the user’s permission to receive a newsletter. For the subscribers themselves the relevant content of the letter, the number of letters received and the real. Benefit they receive from the newsletters are much more important.
That is why a personalized approach based on the interests and preferences of users is important. For example, segmenting users saudi data in the SELA online store allowed to increase conversion. By more than 200 percent, and revenue from one letter by 11 times.
Conclusion
Now that you know the truth about email marketing, you can base your strategy on real facts, not myths. If an online store thinks about the buyer first and tries to satisfy his needs. The result will not take long to come.