Small business secrets...

Bust the myth - Email Marketing

Posted by Suzannah Hale on May 29, 2018 9:54:15 AM


It is surprising to see the number of myths surrounding email marketing! 86% of business professionals prefer to use email when communicating for business purposes so if you’re thinking of stopping email marketing in your business STOP. 

Email marketing is dead

Google “email marketing is dead” and you’ll see how many results show up. It’s silly how many people believe that email is on the way out. Read my previous blog for the many reasons that email marketing is one of the most powerful tools in your toolkit, and why you need to keep using it.

Unsubscribes are bad news

Unsubscribing customers doesn’t mean bad news. In fact, you should hope that your customers are wise enough to know when to unsubscribe from your mailings. The ones who unsubscribe are not interested in your updates, so won’t be engaging with your campaigns. With them out of the way you’ll be marketing to a more engaged audience which will make your open and click-through rates increase.

Subject lines should be short

Do you remember when Twitter limited you to 140 characters? It was so frustrating when your post wouldn’t fit within the limit - it is much more flexible now with the 280 character limit. Email subject lines too shouldn’t be too short. While subject lines of less than 60 characters are proven to increase your open rate, subject lines with 70 characters or more could increase your click-through rate. Your ultimate goal should be your customers clicking on your CTA, so consider a longer email subject line.

Some words cause your email to go straight to SPAM

‘Spam words’ do not exist. So don’t be afraid of using words like ‘free’ ‘proof’ or ‘urgent’ in your emails! Most of these so-called ‘trigger words’ can be used legitimately, so if you’ve got an urgent and free offer, tell your customers!

Email automation is too expensive

Automating your emails might sound like a gigantic and time-consuming task, but, once it’s done you’ll see vast increases in your sales. What’s more, once it is set up, you’ll be receiving more sales with no work required! Email automation allows you to properly segment your campaigns and deliver personal messages to your different audiences at set times.

GDPR means I can’t email my customers anymore

GDPR doesn’t prevent you from sending emails, nor does it mean you have to delete your entire email list. It means you have to take greater responsibility in processing your data. You should now be compliant with GDPR, having gained the consent of everyone in your list.

Final thoughts

It is important not to get too wrapped up in all the myths out there. By believing them you will do your businesses a dis-justice. Be sure to fully research business tools like email marketing before discontinuing them.

GDPR is now live! Make sure your business compliant by reading our ultimate checklist for small businesses.


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Topics: Small business tips, Latest

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