2021 is the year for small to medium businesses to embrace email marketing.
Why you may ask? This seemingly everlasting marketing strategy continues to prove its success today despite the many myths that are associated with it. From the length of the subject line to the tone of your content, we’ve busted three email marketing myths to assist you with incorporating them into your marketing plan.
A common idea that is often misconstrued is that short and catchy subject lines will encourage more people to view your email. The important thing to remember here is that conversion rates and opening rates don’t always run hand in hand. In fact, a subject line that is short and possibly misleading can, in fact, reduce the percentage of your email opening rate completely. A short subject line that does not convey the theme of your email will often do more harm than good. In a majority of cases, a shortened or unclear subject line will result in your customers feeling deceived and therefore increasing your unsubscribes and complaints while also lowering your rate of conversion.
In 2018, spam filters have become more sophisticated and advanced. Now more than ever, it has become almost impossible to slip anything past the highly developed set of tactics that are there to detect spam content. We recommend avoiding anything that can be flagged as spam entirely in your emails. This includes email content that discusses money in depth, mentioning “urgent” or “important” matters, the overuse of punctuation, using “test” as the subject line, and using sloppy HTML coding. There are many email marketing packages that can provide you with spam testing services for a small fee, this will decrease the likeliness of your email getting caught in the wrong folder and instead, be sent straight to the inbox.
With the larger population moving from reading emails on laptops and desktop computers to checking their inbox on their mobile devices, it is vital to incorporate responsive designs into your email marketing. Responsive designs for emails, websites, and various other forms of electronic communication are those that react to the size of the user’s device and adjust accordingly. Whether you’re viewing your email on a desktop or a mobile device, the quality of the email and its content will not change as the responsive design caters to the technology that you are using. Responsive email design is a priority as it reduces the risk of a lower conversion rate due to an unattractive and hard-to-navigate email.
Email marketing is a trend that appears to be around for the long haul. From broadcasting special offers to introducing new products, email campaigns are still a leading strategy as consumers respond so well to them. There are many factors that make up a great email marketing campaign and the three email marketing myths that we have busted above can help you take your first steps towards a successful strategy.