The Biggest Lie in Email Marketing

The Biggest Lie in Email Marketing

Here’s a mind-blowing stat for you: More than 319 billion emails are sent every single day, and this number is only going up. With such major growth, what worked in email marketing five years ago no longer works. Somewhere along the way, for many marketers, this sentiment transformed into a misconception that email marketing isn’t effective, period. The reality of email marketing is that it’s incredibly effective – when it’s done right.

For many top marketers, email marketing is their go-to tool because it brings great results and delivers the highest ROI. If you’ve been struggling with how to amplify your email marketing and get the results you want, it’s possible you’re buying into one of the biggest lies in email marketing, and as a result, putting your eggs in the wrong basket.

Today we’re talking about the age old question, does size really matter (when it comes to your email list)?

Is Bigger Really Better?

Many marketers claim that BIGGER IS BETTER when it comes to the size of your email list. 

All things being equal, of course a larger list is more desirable. But, list size is NOT the primary driver of email marketing success. So what is?

For email marketing to produce great results, you have to use it consistently and often. Likely, more often than you really think you should. And personalization/customization is critical, too. It takes both to succeed in email marketing.

The hard truth is that most companies don’t know how to use their email list. There’s no process or system in place. There’s no segmentation. And email marketing becomes a grind that fails to produce results. The fact is, it doesn’t matter how robust your list is. If you do it wrong, email marketing doesn’t work.

There are 2 major mistakes businesses make when it comes to email marketing:

1. You don’t have a plan or schedule, you’re just sending emails all willy-nilly. 

You don’t run your business on a whim, and your email marketing shouldn’t be an afterthought, either. Welcome sequences, consistent email newsletters (or some other regular digital communication), drip campaigns, and promo emails are all important parts of a sound email marketing strategy. 

“But sending too many emails to my list will result in a ton of unsubscribes!”

You’re right – if you’re over-communicating with an unengaged audience. And that leads us to our next point: list segmentation is crucial.

2. Your contact list isn’t segmented, so everyone gets every email.

The fact is, not all subscribers are created equal and a one-size-fits-all approach doesn’t work.  Your more engaged subscribers (those who have purchased from you, and/or shown interest in a particular product or service) should receive more emails than your less engaged subscribers.

It’s common to fear that you’re over-emailing your list; but your engaged subscribers want to hear from you, and often! And your less engaged subscribers? Yeah, you want to let off the gas with those guys, because they’re the ones who will unsubscribe from email fatigue. With less engaged subscribers, you want to email them just often enough to stay on their radar for when they’re ready to buy. 

BONUS: Avoid spam filters and improve email deliverability.

Remember those 319 billion emails sent every day? According to some estimates, over 180 billion of those email messages are spam. If your campaigns aren’t even making it past the spam filter, you have no shot at email marketing success. So as a bonus, we’re including a few things you can do today to improve email deliverability. 

Don’t email people who have bounced repeatedly.
Be sure to scrub your list periodically and remove hard-bounce emails (invalid, closed, or non-existent emails result in a hard bounce). Bounce rates are a key factor in how an ISP (internet service provider) determines an email sender’s reputation.

Don’t forget to use spell check.
Spelling and grammatical errors aren’t just unprofessional, they’re actually a spam trigger, too.

Ask subscribers to add you to their address book or white list.
Spam filters are more aggressive than ever, and a lot of emails that people value get pushed there by accident. When recipients add your email address to their address book, ISP’s take this as a sign that they care about receiving email from you and are more likely to continue delivering them to the inbox.

Personalize sender and receiver names.
When possible, use a familiar sender name (do you have a “face” of the business?). More often than not, emails from a person have higher open rates than emails from a company. And when you personalize the recipient, not only does the spam filter recognize that you know them, the recipient is also more likely to engage with your content.

Monitor the reputation of your sender’s IP address.
Your emails' deliverability depends largely on your IP address's reputation. If you're sending email from an IP address with a poor reputation, your emails are far less likely to be successfully delivered to senders' inboxes. You can use Google Postmaster Domain And IP Reputation Dashboard to check whether or not you are a blacklisted sender.

What are you waiting for?

So, what’s your plan? Have you segmented your list, and do you have a documented email marketing strategy? How are you tackling email deliverability? Email marketing should be a money-making machine for your business. Because, at the end of the day, it’s not the size of the list that matters…it’s how you use it.

Not sure where to start? Speak is here to help. We have a team of experts who can help with email marketing, content creation, SEO, paid traffic, organic social media, reputation management, and more. Give us a shout and see how we can help you achieve your digital marketing goals.

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Posted by Kristin Cales at 01:44
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