E-mail marketing is practically a necessity for any business. As we rely more and more on technology, being able to communicate with potential and existing customers via e-mail has become a must. The benefits of e-mail marketing are countless; it’s easy to target the right audience and you have complete control over the content. Plus, you can measure the results of your campaigns easily.
However, just because something is easy to do doesn’t mean it’s good for your business. Here are some of the most common e-mail marketing myths and whether you should believe them.
E-mail Marketing is All About List Growth
One of the biggest myths associated with e-mail marketing is that it’s only about getting as many e-mail addresses as possible. Truth be told, your e-mails don’t have to be full of spam to grow your business. In fact, there are plenty of examples of amazing e-mails that aren’t even selling anything. The important thing is that you’re consistently sending valuable information to your subscribers.
If you’re wondering how to grow your business using e-mail marketing, here are some ideas:
Focus On One Thing At A Time
One of the main reasons why many businesses get stuck in a rut is that they try to do too much at once. When you first establish yourself as a service provider in your industry, you’ll quickly realize that you need to focus on one thing at a time. Take advantage of the fact that you’ve got a steady stream of customers and potential new customers, and make sure you build your business one step at a time. Identify a need that your product can fill and then build from there. If you provide excellent service, people will be knocking down your door to work for you. You don’t want to spread yourself too thin by trying to do everything yourself or by taking on too many new projects at once.
For instance, if you’re a hair stylist and you want to be able to offer hair design as an add-on to your service, it’s a good idea to start small. Instead of launching a whole new line of business, which takes a lot of time to establish, why not take advantage of the fact that you already provide hair styling services and see if you can incorporate the design elements into your existing routine?
In order to get the most out of your e-mail marketing efforts, it’s important to have a clear idea of what you’re doing and why you’re doing it. If you get to the point where you can’t explain to your customers exactly what you’re offering, you might as well forget about marketing via e-mail. Most businesses don’t operate this way and they fail to grow because they can’t put Everything into practice. This is why it’s important to have a clear idea of what you’re doing and why you’re doing it before you start rolling out your e-mail marketing campaign. Otherwise, it’s going to be a lot of wasted effort.
Coupons And Discounts Are The Key To Getting Customers’ Businesses
Another common misconception about e-mail marketing is that it’s all about discounts and coupons. While it’s true that some businesses will use discounts and coupons as part of their marketing strategy, it’s certainly not the be-all and end-all. If your product or service is in demand, you can bet that your competitors are going to do everything in their power to keep you from gaining customers. Their goal is to turn customers away so they don’t realize how much they need you until it’s too late. In this situation, the best approach is to focus on what makes you different from the competition. Are you going to offer superior service? Do you have a unique selling point that will make your customers want to come back for more?
Instead of relying on discounts and coupons to gain new customers, why not focus on establishing long-term, trusting relationships with current customers? It’s much easier to gain new customers than it is to keep existing ones. The key to long-term growth via e-mail is to focus on what you’ve got and not what you’re lacking. Most businesses don’t operate this way and they fail to grow because they can’t see the forest for the trees.
E-mail Marketing Is All About Getting Open Rates
One of the things that can quickly sink your marketing efforts is low open rates. If you’re getting a mediocre response to your e-mails, it might be time to reevaluate what you’re doing. The truth is that even if you get a high delivery rate, it doesn’t matter if your customers aren’t opening you e-mails. In this case, you could be losing out on a large chunk of potential revenue. It might be time to reevaluate your e-mail marketing strategy and see if there’s something you can do to improve open rates.
In general, customers have only three main avenues of communication: phone, fax, and e-mail. If you don’t have a substantial presence in any of these three areas, it’s time to change something. While it’s always nice to get a decent open rate, it doesn’t do much good if nobody is actually reading your e-mails. By focusing on developing a strong presence in all three areas, you’re guaranteed to see an increase in your open rates and eventually, your sales.
E-mail Marketing Is All About Fun
Another misconception about e-mail marketing is that it’s all about having fun. Believe it or not, there’s a whole lot of businesses out there that use e-mail marketing because they find it entertaining. Some of the most popular e-mail marketing services are Mailchimp, Drift, and HubSpot. If you’re not having fun while you’re doing your e-mail marketing, it might be time to reevaluate why you’re doing it in the first place. Just because you can set up automated campaigns with pre-written messages doesn’t mean that you have to. If you’re finding that your e-mails are just going through the motions, it might be time to switch gears and find a new way to market your product or service. Perhaps you can take a more strategic approach and use your e-mails to send out useful information about your industry. Maybe you can even find a way to make the content more fun — after all, customers are always more open to hearing about new things when it’s not work-related.
E-mail Marketing Is All About Short-Lived Trends
One of the biggest misconceptions about e-mail marketing is that it’s all about following the trends. Just because a product or service is popular at the moment doesn’t mean that you have to fall into line and offer the same thing. If there’s a need in your industry that you can fill, it would be best to step outside of the box and offer something new and unique. If you can develop a reputation for being the go-to person for your industry’s knowledge, people will be coming to you for advice and guidance. Your ability to recognize what’s next in your industry and to be able to offer an insight will make you stand out.
E-mail Marketing Is All About Testing
Another misconception about e-mail marketing is that it’s all about testing. Some businesses will use A/B testing to see which e-mail marketing messages perform best, while others will use multivariable testing to see how different elements of copy (such as branding, layout, and subject line) affect results. Truth be told, you don’t need to use A/B testing or multivariable testing to have an effective e-mail marketing campaign. You just need to have a clear idea of what you’re doing and why you’re doing it. If you get a hunch that a certain message might perform well, it’s not a bad idea to test it out. You can always go back to what you’ve learned and use the information to craft a more effective message.
E-mail Marketing Is All About Setting A Budget
Another misconception about e-mail marketing is that it’s all about setting a budget. Some businesses will use a limited budget to help them stay focused and ensure that they don’t spread themselves too thin. It’s important to note that there are plenty of services that don’t cost an arm and a leg to use, so it’s certainly not a requirement that every business needs to spend a lot of money on e-mail marketing. It’s about finding a balance between what you can and can’t afford. If you have a limited budget, it might be smart to focus on key areas of your marketing rather than trying to do everything yourself (which is never a good idea). When you have a clear idea of where your business is headed, it’s easier to work within the confines of a budget.