ROI is the Return on Investments and is a metric used to calculate how well an investment has done compared to others. Unfortunately, there are many myths regarding email marketing killing your ROI, and we have listed 5 major email marketing myths that could kill your ROI.
Return on Investment (ROI) is a major part of marketing. It informs the investor whether he is making sufficient benefits from the marketing campaigns or not and whether all the money he has put into the campaign is converting into the response he has been waiting for or not. According to the statistics, email marketing has generated a lot more customers than social media marketing. But is the result worth the statistics? Let’s take a look at the 5 email marketing myths that are killing your ROI.
- Emailing It Twice:
What if you put your hard work into writing an email, and the subscriber doesn’t read it? There can be many reasons for it, and sometimes, the email may also be important for your reader. However, if it remains unread, you’ll be annoyed for sure.
As highlighted in a study by Smaily, there are instances when recipients may have overlooked your initial email or perhaps didn’t access their email for a period, leading them to clear out unread messages. Given the effort and time you invest in creating engaging content for your subscribers, it’s only fair that a larger audience gets to read and appreciate them.
Some online Gurus say that we shouldn’t send an email twice. They say that email twice can come as spam and annoying, but that’s a false statement. That’s because if we look at ourselves, we also don’t have the time to check our emails. Therefore, there is a high possibility that it can be unseen. So don’t lose hope, and within a few days, mail it again as it is necessary for ROI.
Doing so not only acts as a reminder but also shows the reader that you care for them. By resending emails, you can make sure that your emails reach the target audience, and they are able to receive the message.
- Unsubscribes Are Dreadful:
It takes a lot of hard work to get subscribers and build an email list, but when they unsubscribe, it’s quite painful. However, instead of getting discouraged, you should look at this positively. These unsubscribe inform you about what you are lacking and what improvements should be made to resist the unsubscribe rate. By putting effort into those areas, you can encourage your current subscribers to stay.
According to research findings shared by Digital Strike, it can be disappointing when someone decides to click the “Unsubscribe” button. However, it’s important to recognize that unsubscribes are not always negative; at times, they can be an unexpected benefit. Email marketing should never be driven solely by a numbers game or a desire for vanity metrics like a large subscriber count. Instead, it should always revolve around the essential question of whether you are genuinely assisting and connecting with the right audience.
However, sometimes, it is not about your email, and people just aren’t able to connect to your message. In such cases, instead of wasting your time and energy on those who are not willing to stay there with you, focus on the readers you have.
This is why you should update your email list on a regular basis and also clean up any inactive contacts. It’s better to focus on your loyal subscribers who are there for you and who love your work.
- Send it at a Perfect Time:
You can never be aware of the exact and perfect time to send an email out. Why? Because you are unaware of the fact that whether your subscriber is busy in a meeting, is depressed, or is traveling. So you shouldn’t hold that email from being sent.
According to research findings shared by Get Response, the optimal days and times for sending emails can vary significantly depending on your specific industry and target audience. Rather than relying on one-size-fits-all approaches, it’s far more effective to tailor and experiment with your own email campaigns. While you can manually analyze and adjust the timing.
There are myths that you should send it on a particular day because that day is blessed, and the ROI goes high. It’s better to keep the email flow going without thinking about a perfect time because this is your time!
That said, sometimes timing really does matter but depending on the type of email it is. If you have products or promotions related to a certain event, use that day to your advantage. The good thing about such events is that people already expect sales and discounts, so the chances that your email will be read are high. However, it should be relevant to your audiences’ interests.
The same goes for a confirmation email, as it should be sent right after a purchase is made. Therefore, the timing also depends on the type of email.
- Lengthy Emails are not liked:
Let’s face it, people do not have much time on their hands, and if your email is too lengthy, it may get skipped. Statistics show that when it comes to text, we skim through it instead of reading it thoroughly.
However, it is not true for all emails. It doesn’t depend on how much content you are writing in the email; it depends on the context. Basically, people advise writing short emails, but sometimes, the context is broad, and you cannot explain it to them in a few lines.
If that is the case, then structure and segment your message in such a way that it is easy to read. If it is interesting, people will spend time. Avoid fluff and use images for quick interpretation. That way, even if the email is not read thoroughly, your message would still reach the reader.
Regardless of this myth, you should focus on conveying your message while avoiding irrelevant text and focus on the main point through which you wish to get the ROI.
- Automation is a fail:
While it’s the century of technology, the Gurus still say that automation is a fail. This myth busted when Artificial Intelligence (AI) showed up. Automation is the best way one can lead email marketing as through automation; one can collect the information about a person and set the email according to what he/she prefers. Some customization can always make things look better.
The entire term of “Autoresponders” revolves around this. This allows you to reach a large number of people, and while they are automated, there are lots you can do to make them interesting and unique. This is done by using the right tools. You can customize each and every email according to the target recipient.
Automation can save time and effort while still remaining interesting and unique for the reader. In fact, many emails for confirmation, thank you, welcome, and others are handled by automation, and they work great in interacting with the audience.
