eMail Marketing Myths

The first thing I'd like to say is that you heard at least a few myths about eMail Marketing. They seem true. But if you take them at face-value, you can seriously damage your eMail Marketing efforts.

MYTH #1 - eMail Marketing doesn't work any more

Looks like many of us are transitioning from eMail to Social Media. Or maybe, the disgust with spam, is taking us away from reading eMails. A study found that an average of 70% of people still list eMail as their preferred method of business communication. The figure for Social Media is still less than 4%.

eMail Marketing works. Simply because most business communication still happens over eMail. We spend time on FB. We discuss serious (business) stuff on Linkedin. But when it comes to real business, we need in-depth 2-way communication. The answer to this need is eMail.

MYTH #2 - eMail Marketing is technically complex

Nothing could be farther away. eMail Marketing is simple. Personal (or even company id based) eMail has all the features built in, so that even a novice can operate, from day 1.

Popular eMail Marketing systems (like MailChimp) are truly an example of  drag and drop to create a simple sign-up form. From there, you copy and paste it. Do a thank you page, schedule your eMails. And you are done.

MYTH #3 - You need fancy graphical eMails

Many marketing eMails, from big companies, have images and graphics. They even use great looking templates. The crunch is - when someone you trust eMails you, do you look for a fancy graphical eMail before replying ? Do you really require glitzy graphics ?

An experiment showed that light emails - the ones with a bit of bold, italics and underlines got 55% more clicks than plain text.

MYTH #4 - eMail Marketing is all about selling

This is what I call a half-truth. No doubt, eMail Marketing is about Selling. Your ultimate goal is to sell your products and services, isn't it ? What we don't appreciate is the overt pitching, where the eMail runs into pages.

Your clients need you to be credible and trust worthy. That gives better results. Overt pitching doesn't. What sells is giving great information, new insights.

MYTH #5 - It is spamming

People feel eMail Marketing is about carpet-bombing the client with emails. More often, it is about an eMail, once or twice a month. That's it. If you send valuable yet entertaining eMails to people, you'll be seen as a helpful expert. So, make sure you send valuable information and insights . Your clients (and potential clients) will love you.

MYTH #6 - You need a huge eMailing list

Wrong again. People say, "The money is in the list". Yes and No. If a huge list is all that matters, spend some money and buy the lists. Which anybody can do. What you need is addressing the right target segment. Targeted clients who want and need what you have to offer. With the right relationship with those in the list. 

If they don't know you, like you or trust you, they won't buy from you. A small list, of the right people, with whom you have the right relationship, can still mean big business.

MYTH #7 - I don't have the time for eMail Marketing

Think again. Really ? You go to networking events, attend conferences, answer questions on Linkedin, go to FB ? And you say that don't have time to use the most effective Marketing tool on this planet ? 

You spend a fortune on getting traffic to your website. But you haven't figured out a way for people to sign up for regular eMails from you. Do a quick rethink.