Various myths about how to succeed in email marketing come from time to time. Myths that promise profits, sales, readability and everything else you can imagine. As in all aspects of life, so in email marketing, knowledge is strength and it is good not to believe what we hear.
We as email marketing specialists will analyze four (4) of the most common myths in the marketplace and we will break them down by arguments, for be fully informed.
The open rate is the most important statistic to be checked
We have heard in many conversations with our customers whether a campaign is successful or failed by its open rate. Usually, when we look at how well a campaign went, we start by observing the opening rate of email. It is the first step, the most basic if there is a problem, we know where to start optimize a campaign’s performance . However, it’s NOT ONLY this that will judge success.
We as email marketing practitioners, we also notice we are paying particular attention to two other statistics:
- How many click through our links (click through rate). This percentage tells us if the world really took the step and was interested in learning more about our products or services.
- Always, we are always interested in the final number of potential customers we acquired from the Conversion Rate campaign. You tell us: “The opening rate was 30% but the phone did not hit!”. Therefore; Is your campaign successful?
If the percentages for any of the above two indices are lower than the average (22% – 30%), then focus on how to get your recipient to visit your website . You can also read how to improve email marketing performance .
Tuesday is the best day to send newsletter
One thing is for sure, Tuesday is the best day for Champions League football matches on TV. 🙂
In the past, we had written a very important article with great appeal for which is the best day to send your email . In this article we mentioned that according to statistics from our database, Thursday is the day that people seem to respond more to the opening of email. However, what matters – and we stress it in that article – is that every company, every mission is unique. The characteristics of the contacts in our list and the type of our business are what set the ideal day for us.
For example, if you are active in the holiday sector, the ideal day is Friday, because subscribers have a week ahead of them to decide where to go.
If after all of the above, you are still wondering what is the best time and time to send your email, our answer (and this is what we do ourselves) is one: Test yourself. Take a lot of tests at different times and hours and watch when your customers respond better. Then, keep this pattern for future missions.
The larger the list of email, the better.
Greater contact list means more sales, right? Great mistake !!!
Let’s say you have to choose from two boxes, one containing 100 coins of one euro. You can see what is in this box and you are sure there are 100 euros. The other box is larger, heavier and contains some coins, but it is likely to have inside gravel, stones and other objects.
If you had to choose one of the two boxes, we are sure that many would choose the second one. The second box has a mystery, it’s size, it’s more tempting, it’s more impressive, maybe it’s hiding some treasure…
The first box is the safest solution that guarantees 100 euros in our pocket! The second is luck. The same happens with email lists. Several have your own email lists that you know their origins. You know how you got them and what kind of email they are. There are few, e.g. 1000 email, and you are not satisfied. So when you come across a list of 30,000 emails from someone of your own who told you that they are valid Greek email, you think this is your chance to increase your sales. It gives you the impression that you have found a treasure.
In the end, and after spending time, money and energy, you conclude that coal is the treasure!
It is preferable 1000 email and well, correct and reliable than 30,000 random, supposedly valid email. In the case where the list is purchased from an unknown and unreliable source, then we not only have no benefits but are in danger and we call spammers. Read our articles in Groups and email lists .
Do not send the same email a second time
On average, 7 out of 10 will not read your email. You have to accept it as hard as it sounds. This does not mean that your effort has been lost. Do not rush to call your campaign unsuccessful or email marketing non-functional. Try the same campaign you sent a few days earlier, enrich it and send it again with small changes. There is no limitation, just make sure show that you refreshed the content, that you worked on your campaign. Edit your original email and change the theme (very important!).
These changes have a risk because you do not know if the reason you did not open your campaign owes you to the changes you made or did not do. That’s why it’s important to separate from those lists that have already been opened. You must segment your listings and distinguish those who first once opened the email you sent.
You can follow the relevant article – help through EmailSYSTEM. So send your email again and watch the results.