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Things are not always what they look like, and this is especially true in email marketing. The email landscape changes frequently, but some misunderstandings persist. Check out five misconceptions about email marketing as some of the attitudes and practices of yesterday no longer apply.
Misunderstanding: It's just an email address
When the email was new it was an exciting moment when you heard that you have email. Today, email is so common that it is used by all ages, occupations, and populations. In fact, researchers estimate that 4.4 billion people will use email by 2024. However, the fact that everyone has an email address doesn't make it any less meaningful or valuable. In fact, the opposite is true.
To receive monetary value, an email address is worth $ 113.48. But look at it from the perspective of potential and trust. People check their inboxes quite often – usually 143 minutes a day. Some people have had the same email address for many years, which means you may have long conversations with them. There is potential to build a relationship with them and market them.
Related: 6 Reasons An Email Marketing List Is Better Than Social Media
It is a great privilege when someone gives you their email address. They invite you to form a dialogue. So don't abuse this privilege and never forget that there is a living person on the other end. It's not just an email address.
Misunderstanding: You can email your list at any time
Just because someone is your friend doesn't mean you should stop by them five times a week. Of course, every company is different, but it can be a clear boundary violation if your newsletters feel like an intrusion or an agonizing pest.
Alternatively, you don't want to do a vanishing act. Some brands send emails regularly and then go away for one reason or another. A brand that sells seasonal products should potentially slow down in volume, but disappearing completely is bad for your sender's reputation.
All email senders have a reputation based on the score used by Internet Service Providers (ISPs) to determine whether a sender is legitimate or a spammer. If you send email and don't come back until a few months later, many of your subscribers have changed their addresses or may have forgotten you. The ones you forget can be marked as spam, which will have a negative impact on your reputation.
Use good judgment to send emails at reasonable intervals and not to suddenly go away. It makes you seem scaly and no one wants to do business with someone who is inconsistent.
Misunderstanding: The more emails on your list, the better
Sometimes people boast of the size of their list. It's impressive to hear someone has 50,000 or 100,000 addresses on their list. But quantity doesn't always mean quality. Are your subscribers engaging with your content? Are there fake or low-quality email addresses on your list?
Some people disable or change their email addresses. Your work or educational situation changes and with it your address. There are also people who sign up for lists with one-way addresses. Then role-based addresses like info @ or admin @ are also quite risky. Since a number of people review them, the chances of them clicking and reading are slim. Also, you never know when any of the people checking that inbox will mark you as spam.
Contrary to common knowledge, a large list is not always successful. There are smaller lists with greater engagement and ROI. Having large numbers of subscribers can definitely be a plus, but only if those subscribers are real and click on your content. There are large lists that are seriously at risk.
Misunderstanding: Don't worry about your list, keep adding subscribers
It can be easy to get caught in the trap of not having to maintain your list. Just add more subscribers. Throw everything against the wall and what sticks, sticks. This is wrong.
In order for your list to work, you need to periodically clean it up and remove bad quality bad contacts. Leaving them there is harmful as it harms your sender's reputation and leads to your emails ending up in spam. Think about it: what are the chances that someone will see you there? They have to land in the inbox or your efforts and resources have been in vain.
Additionally, you want all of the addresses on your list to be authentic and permission-based. Everyone there should want to be there because they chose to receive your newsletters. Buying a list is ineffective and runs the risk of being marked as spam.
Misunderstanding: You can send endless promotional emails
There is another misconception that once you've built an email list, you can bombard your audience with endless promotions. People don't mind, that's why they signed up, right?
Not correct. Nobody wants their inbox to be flooded with promotional emails. People will respond to a good offer but make it special. If you're just trying to sell, sell, sell, your readers will pick it up. It will start to seem disgusting.
So focus on educational and entertaining content. If you're struggling to strike a balance, apply the Pareto Principle: 20 percent promos, 80 percent informative and educational content. Better yet, find an educational angle for your promos. For example, if you are selling yoga mats and making a sale, send an email titled "3 Easy Ways To Stick To Your Yoga Routine". Then finish with a call to action that leads people to your offer.
By creating value and being generous with your knowledge, you strengthen your brand and drive engagement. People open your email because they know you're always sending something worth reading.
Misunderstanding: Make your own rules
There are certain rules that you should never break, but that doesn't mean you shouldn't be the first to try something new. Take the time to learn more about the people on your list. What are your expectations? What are they reacting to?
The unusual idea you have may be brilliant. This is why you can always do your own tests. Find out what your audience needs, wants, and what they're responding to. The most important concept is to keep an eye on your subscribers.