Not everything you read on the internet is true. Many of us have come to realize that without issues. However, the same goes for marketing hearsay that pops up! Email is one of the most used channels in marketing and is definitely not dead. Ever wonder if you have your facts straight about email marketing?
Curious about the marketing myths that circulate in our industry?
Wonder no more! We’re here to clear things up for you.
Myth #1: X Day of the Week is Best for Sending Emails
Tuesdays are best for booking flights and weekdays are best for flying. Never book flights on a weekend and always make sure to check flights in the early morning.
FACT:
It’s not just flying that gets bombarded with (sound?) advice on ideal timing. We in the marketing industry are also familiar with the endless tips people have to offer when it comes to email opens and clicks. While mornings or Mondays may work great for some businesses, there isn’t a one size fits all with email.
The best day and time to send out emails to your list depends on your industry and who is on the other side of your messages. So where should you start with this?
For one, read up on the research that others in your industry have done. This can give you a general idea of how your audience behaves and what is consistent with others who are in the same business as you.
Beyond that, tap into your own analytics and reporting systems to discover the unique patterns of your campaigns. What’s true for one industry is not always true for others and the same goes from one business to another. Your best bet is to do some homework so that when the holidays roll around, you know exactly what works for you.
Myth #2: Purge Inactive Email Addresses Before the Holidays
Active subscribers are where the gold is, so it makes sense to get rid of those email addresses that have been very inactive over the past few months.
FACT:
Save your cleaning for the spring (or some other season in the future) because the holidays are not the time to toss anything out yet.
While you may have lost hope with these addresses, we’re here to remind you that the holidays are the time for people to become reengaged. It’s not so uncommon for someone to sign up for an email list and hold off until holidays or big sales to make a purchase. You may only hear from them once or twice a year, but when you do, it’s a conversion.
These are customers that know what they’re looking for and when they’re looking for it. Just think of Nordstrom’s Anniversary Sale, Bath & Body Works’ Semi-Annual Sale, or Sephora’s Beauty Insider Sale. These are just a few examples of annual events that all these businesses’ loyal customers know about and are looking forward to. Other days of the year, you may hear crickets on the other end, but these crucial days of the year make a big impact.
Even for those who don’t have a dedicated sale each year, the best part about the holiday season is that the hype and fanbase is already built in for you. People expect companies to announce some sort of promotion in anticipation of the holidays and have a budget ready to jump on the deals. Don’t count out your email list before they’ve even had a chance to see what you have to offer. If you’re truly worried, take the time to segment your list and run a few campaigns before the holidays to warm up your audience.
Myth #3: You Should Limit Emails to Avoid Over Sending
Sending too many emails will cause you to lose subscribers and therefore miss a crucial sale.
Our disclaimer before tackling this myth: please do not spam your email list!
FACT:
If your emails have a purpose and you’re not just sending an email to send an email, then by all means, send away. Don’t abuse your presence in the inbox and you will be rewarded.
When deciding whether or not to hit send on an email, first consider if and how it factors into your campaign and the value it brings to your customers. For example, sending out one email that serves as a tips and tricks newsletter, one email that shares sales or coupon codes, and one email that has a reminder makes sense. Recipients aren’t going to mark your communications as spam just because they’ve received three emails from you. Each of these has their own purpose and provides valuable information to the customer.
On the other hand, if you sent three similar emails out that do not each serve their own purpose, that’s a different story.
In addition, it isn’t the number of emails being sent that can trigger a spam alert and send your messages directly to the junk pile. Email providers are also looking for engagement and will factor in any opens or clicks as a positive. So, if the servers can see that your emails are being looked at, they won’t be considered spam.
Myth #4: Pause Emails on Holidays
Holidays are days off, which means emails should also be paused.
FACT:
It depends. While it’s easy to assume that many people will not be checking their inbox and instead, enjoying their time off, don’t take this as an automatic pause on all email marketing activities.
In fact, holidays may boost the number of email opens you get even though everyone is supposedly on break. Emails can be a positive driver of revenue during the holiday season especially because this is where most people find out about what deals and promotions are happening.
Take Black Friday for example. The unofficial holiday that basically marks the beginning of a frenzied holiday shopping cycle. Emails are one of the biggest influences on this day because people are scouring businesses for the best deals. The days of grabbing the newspaper on Thanksgiving Day and browsing the printed ads are long gone. Nowadays, emails are the major informer and are more than welcome.
Myth #5: Email Marketing is Dead
Social media has all but replaced email marketing.
FACT:
There are plenty of naysayers out there who don’t believe in email anymore. With the appeal of social media, text messages, and all other kinds of new ways to communicate, email can seem less shiny to marketers.
But we’re here to tell you not to lose hope. In fact, email still has a high ROI and is a great way to reach and retain customers. We, as well as others, have plenty of data that proves email is actually growing, with billions more emails sent each day and millions of email users around the world. (Just check out our 2021 Email Marketing Benchmarks report!)
If you’re not convinced, take a look at the email behaviors that are going on around you. The opt-in nature of email is a desirable aspect of this form of communication. Whether that’s so the subscriber can get a first-time customer discount code or be informed of upcoming sales events and news. There’s a reason why people are still choosing to sign-up to be included on email lists.
The Takeaway
With all the hustle and bustle that comes with the holiday season, it can be easy to get pulled in many different directions. Crafting the perfect marketing strategy isn’t easy and chasing after what others are doing or saying may not work for your audience.
Stick with the tried-and-true lessons from your own experiences and use the data to back up your intuitions. The holidays can feel like the time-consuming pinnacle of your marketing efforts, but at the end of the day it’s just another cycle to innovate in, push through, and learn from. Happy marketing!
