3 Myths about Email Marketing
Posted: Tue Dec 03, 2024 9:07 am
We often find that clients are confusing their real objectives and are not clear about the best practices for the effectiveness and profitability of their email marketing.For this reason, in this post we want to talk about some misleading statements that are often heard in the sector.
1. The key is to get a large mailing list.
The more people we impact, the greater the chance of response and conversion, right? Not exactly. We can have a large mailing list and be losing money with email marketing, so our goal must be quality before volume. Sometimes, we even find that small lists can provide greater profitability. What we should try to do is get the largest number of users with a real interest in the information we send. Here's an example: a few weeks ago we sent an email to 47,000 users from which we obtained 30 conversions. The following united arab emirates business email list week, we sent the same email to users who had opened the email but had not completed the transaction: 7,000. These are users who have shown an initial interest in the information we send, so our audience is now much smaller, but their interest is much more evident. The result: we stopped dedicating resources to 40,000 users from the initial list, and obtained 25 more transactions.
2. Our objective should be to improve the opening and click rates
No, this is not our objective. Our objective is conversion (into a client, subscriber, etc.) and the opening and click rates are directly related, but we cannot let the obsession with increasing the opening rate or CTO cloud the real vision of the results we obtain. Let us focus on the conversion data whenever we can attribute it to this channel . Let us understand what leads the user to complete the expected action and direct our strategy based on this information, avoiding hackneyed tactics to increase common email metrics that can take us away from reality.
3. We must prevent users from unsubscribing . This statement may be correct, if we understand it as meaning that we must send information that is consistent with the user's interest, relevant to their needs and context. We must prevent the user from unsubscribing by avoiding sending frequencies that are too high, or information that is not pertinent. But DO NOT prevent the user from unsubscribing by hiding the unsubscribe link, making the process cumbersome or omitting contact addresses (required by law). In this way, we will only end up with a large but low-quality list, contradicting point one. We will have users in our database who are not interested in communications, who only remain subscribed because of the difficulty in cancelling the subscription. These users can only make us lose money and resources , as well as increasing the risk of SPAM complaints.
1. The key is to get a large mailing list.
The more people we impact, the greater the chance of response and conversion, right? Not exactly. We can have a large mailing list and be losing money with email marketing, so our goal must be quality before volume. Sometimes, we even find that small lists can provide greater profitability. What we should try to do is get the largest number of users with a real interest in the information we send. Here's an example: a few weeks ago we sent an email to 47,000 users from which we obtained 30 conversions. The following united arab emirates business email list week, we sent the same email to users who had opened the email but had not completed the transaction: 7,000. These are users who have shown an initial interest in the information we send, so our audience is now much smaller, but their interest is much more evident. The result: we stopped dedicating resources to 40,000 users from the initial list, and obtained 25 more transactions.
2. Our objective should be to improve the opening and click rates
No, this is not our objective. Our objective is conversion (into a client, subscriber, etc.) and the opening and click rates are directly related, but we cannot let the obsession with increasing the opening rate or CTO cloud the real vision of the results we obtain. Let us focus on the conversion data whenever we can attribute it to this channel . Let us understand what leads the user to complete the expected action and direct our strategy based on this information, avoiding hackneyed tactics to increase common email metrics that can take us away from reality.
3. We must prevent users from unsubscribing . This statement may be correct, if we understand it as meaning that we must send information that is consistent with the user's interest, relevant to their needs and context. We must prevent the user from unsubscribing by avoiding sending frequencies that are too high, or information that is not pertinent. But DO NOT prevent the user from unsubscribing by hiding the unsubscribe link, making the process cumbersome or omitting contact addresses (required by law). In this way, we will only end up with a large but low-quality list, contradicting point one. We will have users in our database who are not interested in communications, who only remain subscribed because of the difficulty in cancelling the subscription. These users can only make us lose money and resources , as well as increasing the risk of SPAM complaints.