Have you ever considered whether e-mail "facts" are really true? Dmnews.com has described eight marketing myths. The first one is: E-mail is dead. The truth is that every day about 87 billion consumer e-mails are sent and received. It is estimated that by 2016 this number will have surged to 88 billion a day. That seems e-mail is alive.
2) Everybody who opts in wants to receive e-mails
There may be various reasons for signing up and providing a contact e-mail but this does not necessary mean a person wants to receive business e-mails regularly.
3) Frequency of e-mails should be restricted
Some businesspeople or marketers draw the line at a few e-mails per week. While it is appropriate not to bother some clients with numerous e-mails, this should not be the rule for everyone.
4) From sending e-mails to random addressees, to segmentation, to personalised e-mails
Personalised e-mails are, of course, a good means of target marketing. But if you do not have enough information or time, do not worry about sending e-mails according to group segmentation. Group e-mails can also be useful for internal communication.
5) The more people on the list, the better
Mailing smaller, more select groups of people will generate more revenues. Sending e-mails to everybody you know often ends in lower participation of addressees and hence meagre results. It is not about the number of e-mails you send but about the quality of your list of respondents.
6) The most creative e-mails should be based on marketers' personalities
Marketers like to show off their creativity. But the most effective e-mails are often determined by data and technology.
7) Personalised mails are reactions to customer behaviour
You do not have to wait for customers to take the first step. Try sending a product recommendation based on other analyses.
8) The shorter the subject, the better
Short subject lines are often preferred but this need not be the rule. The subject line should be engaging and meaningful: do not be afraid, therefore, of using longer subjects.
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