Most businesses use email for important communications. However, even though email has been around for a long time, a number of misconceptions are still in place with regards to using it has a marketing tool.
Here are the top 5 email marketing myths you should ignore when it comes to setting up your campaigns.
MYTH: The best day of the week to send an email is Monday
In pure strategic terms, it doesn’t make any difference when you send out an email marketing campaign. It should get the same response whether it is sent on a Tuesday or a Friday. Days of the week have no bearing on anything unless, for example, you know that the recipient enjoys receiving emails on Monday.
However, open and reply rates do tend to drop dramatically from Friday afternoon to Sunday evening. Even though more people are checking their emails over a weekend, it seems that many workers will only respond to an email on a Saturday evening if it is of earth-shattering importance.
MYTH: The best time to send an email is early morning
This is only partially true. Email marketing campaigns appear to get the best results when sent either first thing in the morning (between 6am and 7am) and early evening (between 7pm and 8pm).
Emails are most often ignored at either lunchtime (12pm-2pm) or after 8pm.
MYTH: Brief subject lines are best
The line length is not the most important part you should focus on (although you don’t want to make it a ridiculous length). The words in the line are what lead to higher open rates. A contact should not have to open the email to see if it is relevant or not.
You have to remember that every recipient gets so many emails a day so they often have to cherry-pick which ones are the most important. Your subject line, therefore, has to reel them in the moment they see it.
MYTH: Multiple recipients means multiple responses
If you send an email marketing campaign to loads of people, it WILL end up looking like spam. If you decide to BCC everyone into one email, it looks even more like spam. If you are sending an email to two people at once, your open rates will improve if one of them is CC‘ed. So, if you are sending to more than two contacts, make sure that all secondary email addresses fall in the CC field.
MYTH: It is not worth following up an email that has had no response
You’ll never get anywhere with that attitude. The best thing to do is follow up an email selectively. You need to choose who you think is worth trying to contact and who is basically a lost cause. However, it is worth noting that 91% of emails that are opened are done within the first 24 hours of a send and replies usually occur within three hours.