Email marketing is one of the oldest digital marketing channels; therefore, it has accumulated many misconceptions over the years. Email marketing myths are common, but are harmful to your business. Email marketing is still one of the most effective lead generating tools, providing you with the most direct line of communication to potential leads.

Sending Too Many Emails Annoys Consumers
If the content is filled with spam-like words or sounds too much like a sales pitch then yes, potential leads are more likely to become annoyed and unsubscribe or delete the email. However, by having valuable content for your target audience and subject lines fresh and varied, consumers are going to open and read your emails. Sending one or two emails a day often times won’t cause your potential leads to unsubscribe or delete your emails.

Resending the Same Email
It is wishful thinking to believe that everyone on your email list reads every message you send the first time you send it. Resending emails is not always a bad idea. Most email marketing tools provide a tracking system that allows you to see who has or has not opened your email. Resending an email to those who did not open the email the first time increases your chances of receiving more leads.

Open Rate is the Most Important Metric to Track
This is a common misconception. Open rate is an important metric to track, but it is not the most important. Rather than focusing on the open rate, take a look at the click-through rate. By looking at your click-through rates, you are able to see what aspects of your email campaign are working and which aren’t. Are people clicking on your call-to-action buttons, subject lines or content and links? The click-through metric is the most important to track in order to improve your email campaign and generate leads.

Email Isn’t a Lead Generator
Email marketing is a lead nurturing tool, but that is only half of what it is capable of. As a nurturing tool, emails turn potential leads into leads when your email contains call-to-action buttons and social sharing links. Social sharing buttons, call-to-action buttons are aspects of emails that make them heavily shared, creating opportunities to generate new leads. Email marketing is a nurturing tool and is heavily shared.

Unsubscribes Are Not Good for Business
Unsubscribes are not a bad thing for businesses. Why? Think of unsubscribing as a way for people to help you clean out your email list. As long as you have a healthy unsubscribing rate (under 1% is considered average), then you have nothing to worry about. To reduce the rate of unsubscribes, offer an option for people to reduce the number of emails they receive over being completely removed from the list.

Five Key Takeaways:S.J.Hemley Marketing

  1. Always send emails with fresh content to ensure readers stay interested
  2. Resend the same email to those who never opened your email
  3. Click-through rate is more important than open rates
  4. Email is the most effective lead generation tool for businesses to use
  5. Unsubscribes are natural and are a great way to clean out your email list

About S.J.Hemley Marketing
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.