Email Marketing: 5 Myths Debunked

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73% of Marketers Say Email Marketing is Crucial to Their Business

Contrary to what you may have heard, email marketing is not dead. It’s actually very much alive. But in order for it to be effective, you have to know the best ways to use it.

Salesforce Marketing Cloud’s 2015 State of Marketing Report found that despite rumors email will one day fall to its end because of social media, it is still effective and continues to impact ROI for businesses that use it regularly.

In that report, 74% of marketers said they believe email produces or will produce ROI in the future and 73% agree that email marketing is crucial to their business. 20% of those surveyed also said their business’ primary revenue source came directly from email operations.

As a business owner/marketer, you’ve probably heard numerous so-called truths about email marketing – what the best days to send are, how your subject lines should be structured, how many recipients to send to, etc. Well, Direct Capital, with the help of Yesware CEO Matthew Bellows, is here to tell you: Those are myths and we want to debunk them once and for all.

The Truth About Email Marketing

  1. The words in a subject line matter more than the length: You’ve probably heard that subject lines have to be brief in order to get a higher open rate. Bellows says that’s not really the case: “It had no correlation to the chance it would be opened or replied to.” But, what did have an impact were the words used in the subject line. Bellows said in a study they performed, words like “steps,” “campaign,” and “next” received the highest open and reply rates. Try it out for yourself and let us know the results!
  2. Monday and Tuesday are not the best days to send emails: Well, that’s only partially true. Bellows said him and his company looked at half a million emails and found that open rates changed little Monday through Friday. There is no one particular day of the traditional work week where your emails will be guaranteed to perform better. Notice we said work week. That’s because, Bellows found, emails sent on Saturdays and Sundays tend to be opened and replied to at a significantly higher rate.
  3. Send early morning, or late at night: The tough part about email marketing can be truly hitting your customers when it matters most. Between 6 a.m. and 7 a.m., and after 8 p.m., you’re probably home getting ready for work or for bed. But, Bellows said, those are the best times to send emails if you’re expecting a good response. 40% of emails sent during the early morning or evening, the study found, will receive a response. Don’t worry though. You don’t have to be up and at ‘em that early. Utilize automated email marketing software to schedule and send emails whenever you want them to go out!
  4. The rule of ones: And by “the rule of ones” we mean having one recipient in the “To” field and one recipient in the “CC” field in order to get a response. You may have heard that having multiple recipients in the “To” field is the way to go, but Bellows found that’s just not the case. He said, “When you put one person in the ‘To’ field, you’re asking a specific person to respond. When you add another in the ‘CC’ field, you’re putting social pressure on the ‘To’ person.”
  5. Don’t wait a few days to try again: You know that old saying, “If at first you don’t succeed, try, try again”? Put it into practice here. Bellows’ study found that 90% of emails that receive responses will be replied to within one day. So, if you haven’t heard back and you’re itching for a response, send a follow-up the next day. Make the content edgy and inviting, making sure they open, click, and respond.

Need More Help?

At Direct Capital, we try to make ourselves versatile. Not only can we provide you marketing tips and advice, but also offer the financing your need to make business goals a reality.

Financing is our area of expertise. How does financing fit into email marketing you ask? Well, a working capital – otherwise known as a small business loan – can be used to tackle those marketing expenses you didn’t originally budget for. And, with that added marketing, you can enjoy the benefit of increased growth and revenue all year long.

For more information on Direct Capital, or to get started with your small business loan, give us a call today at 866-777-0117. We can’t wait to hear from you!

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