Do you think that using “FREE” in the subject line will impact your deliverability or do you think Monday mornings are the best time to send your emails? Think twice!
These are just myths! Email marketing works differently for different brands and industries. Hence, we Uplers bust some of the most dominating myths of email marketing and enlighten you with the path to successful email marketing.
As per Hubspot, Tablets are highest used in the age group 30 to 44! As per Guardian, Tablets usage jumped by 12% in just a year, for 65 to 74 year olds.
As per one of the surveys, subscribers below age 25 prefer SMS to email.
As per Email Stats Center, 38% of marketers segment for 6+ audiences.
Infact, the growth in the usage of smart gadgets is seen across various age groups. That said;
ensure that the demographic segmentation isn't biased to a specific age group of subscribers.
As per Bain, repeat customers spend on an average, 67% more than new customers and as per eConsultancy a repeat customer is 3 times more valuable; so plan your campaigns differently.
Ideally, target both new and existing customers with different campaigns using behavioral dynamic content that tweak the campaigns based on their browsing or past purchase behavior.
Turns out, some of them opted-in through proxy forms for incentives or to surpass premium content gateways! Some might have done that in a misconception. Sob!
As the consumer life grows on some lists (from a study) the length of time on a list can actually grow the possibility of spam complaints. At 31 months, 43% of a list were more apt to complain.
According to a survey, 25% of your house email list will expire every year as readers switch jobs, email providers, and so on.
About eight years ago, list management meant scrubbing lists for invalids!
As per Email Stats Center, removing subscribers who have not engaged in over a year instantly increases your deliverability rate by 3 to 5%.
As per the recent survey of Silverpop, marketers using tools that not just clean list but also make it hygienic witnessed a drop in the bounce rate by 95%.
The horizons of list cleaning have expanded towards removing
unengaged customers, updating preferences, scrutinizing multiple
emails or decision makers, changing role based emails, removing
spam traps etc. to ensure better targeting and communication based
on the list’s changed preferences and behavior.
Reasons for opening an email
You should measure various components of the email and
figure out the best performers using multivariate testing.
Measure what works best for your industry and then devise your subject lines accordingly.
Lengthy lines are no more a sin!
Which of the following is the most important reason for
signing up to receive emails from companies seeking your business?
It’s no surprise, for the third consecutive year, consumers report that discounts are the numbers one reason they sign up to receiving emails.
See what your subscribers like the most. Cater to their individual preferences.
Drive sales offers, discounts and promotions and alongside provide industry news,
knowledge base, work stories and so much more to make your email marketing attractive.
As per Hubspot, emails without images are likely to have a CTR of 1% more than emails with images.
According to ExactTarget, more than 60% of email clients block images by default.
Try not to over-do on the images; as some email clients might just view
emails with images off by default. Text is rather a preferable and a safe
practice. As per the Email Stats Center, adding alt text is a simple step
that many marketers skip—and it can lower your response rate by 14%.
Up to 67% of B2C recipients and 42% of B2B recipients will see disabled
images in your email messages where alt tags could have been used. If
you are using images, provide alt text too!
Alchemy Worx found that if a brand increases their email sends from 1 email per month to 4, it can double the open rate and earn an additional 11% of revenue for the brand, on average.
Hubspot conducted a study and found that if you're emailing your list 4 or 5 times a month,
it will actually decrease your unsubscribes!
You might need to ascertain your own email frequency.
Higher frequency isn’t always bad, although it varies as per the subscriber preferences,
brand, industry and content. Decide what works best for you and plan
out your sending frequency accordingly.
As per Silverpop, the average email marketing open rate in 2014 was 17.1% - WOAHH!! So, over 80% of your database did not read your email.
According to INC, remails with just subject line change and same copy results 60% lift on average.
The members on your email list may have their own open preferences.
Test your list to identify which days of the week are top performers for your email list.
Mailchimp uncovered that recipients are more likely to open their email after 12pm.
Email Opens By Time of DaySubscribers are likely to open email after 12pm, and the most active hours are 2-5pm.
As per one survey by Marketing Sherpa, marketers can witness a lift in conversion by 162% if the email testing sample is adequate.
UNTRUE BECAUSE- It is not enough! Keep the sample size adequate enough to ensure it represents your entire email list. Do some statistical modelling to derive at the right sample size.
Use online calculators than guessing the sample size.
These could be the reasons too:
1. Sender Reputation
2. A full inbox
3. Tabbed inbox
4. Invalid email address
5. Issues relating to ISP servers
& so on....
As per DMA, 80% of emails do not hit the inbox on account of poor domain reputation. 20% of the emails do not reach inbox on account of issues other than reputation.
Complaint Rate = No. of emails delivered to the inbox/ Subscriber complaints
Hotmail estimates that Graymail, or "bacn," emails represent 50% of all inbox traffic, and are the source of 75% of all spam complaints.
Thus, if your email sending volume isn’t high, then chances are that you may have a
bad complaint rate, owing to the above formula. More focus must be put on spam rate,
which can only be attained by healthy and ethical email sending practices.