Following Best Practices is virtually always a good idea, and email is no exception. There are a staggering number of emailers who don’t execute some of the most fundamental email marketing best practices — still conducting the lowest common denominator of “batch and blast” that might have worked in the email marketing strategies of yesteryear, but doesn’t work today.
In the same vein, even the best marketers sometimes hang on to ideas that have become outdated and “corporate legends” about what works that are no longer valid or relevant. Parsing which are dogma, and which have been cleared out and replaced by new ideas, can be a challenge.
Here are some of the most common myths we hear from email marketers that need to be discarded if you want your email list to perform to the absolute best of its potential.
Studies routinely show that a well-segmented list that breaks down your subscriber base by demographics and interest converts significantly better (we’re talking well over 100% better CTRs and material gains in conversion) than a large, unsegmented list. Plus if you’re worried about Tip #1 above, segmenting should reduce the overall number of emails you send –without decreasing your revenue performance.
Instead, there are a hundred different suggestions, each with plausible rationale behind them. Some of these suggestions may have even been right at some point, at least before the mobile revolution. There was a time when checking email meant sitting down at your desktop and waiting for AOL to dial up. Now with a wifi enabled laptop in every messenger bag and a cell phone in every pocket, people check their email (wait for it…) …as soon as it comes in.
As far as converting, that depends entirely on your customer base. If you sell DJ equipment to people who start working when the clubs open up at 8pm, they aren’t going to respond at the same time as people who work in a daily news print shop and wake up at 4am, or people working a normal 9-5. The key takeaway here is know your customers, and target them accordingly.
If you count on a one-size-fits-all solution for your email marketing, you’re capping out the effectiveness of your campaign below what it could be. Take the time and do the research. Run split tests with frequency of emails and times you send out campaigns. Pay attention to what your subscribers open, and click. Never stop learning from your past blasts and always be ready and willing to adapt.