The Earth is flat.
Did you know that?
No, it is, because I read it on the internet and the group who told me had proof. The Moon landings never happened, and Australia is a myth.
Which came as something of a shock to my Australian friends, I gather.
See, you can’t see the roundness of the planet, so therefore the roundness doesn’t exist.
(Makes me wonder why we’re not all just floating off into space, because you can’t see gravity either, but that’s a different kettle of badgers.)
By the same logic, if you look around, you’ll see people yelling about how email marketing doesn’t work.
If I had a pound for every time I see some self-proclaimed marketing whizz-kid on the internet declaim that email marketing is dead, I would have enough pounds to buy a new pair of pole dancing shoes.
Thing is, though, these people haven’t seen email marketing working for them, therefore in their universe it doesn’t work full stop.
Don’t listen to them. It does work.
But you might still be sceptical, because frankly sending an email every day is scary, right?
So let’s bust five big hairy myths about email marketing shall we?
Myth #1: Nobody wants to receive marketing emails.
Not true. People don’t want to receive endless shouty sales messages or boring newsletters all about when the company was founded and what the CEO is up to this weekend.
They don’t want lots of pretty pictures that don’t load.
They do want stories, valuable advice, useful information that’ll help them, and relevant offers they might be interested in.
Myth #2: People don’t like to be sold to.
This isn’t true, either, surprisingly. Nobody likes a pushy hard sell, for sure — but a soft sell that gives you all the information you need to make a buying decision, then makes it easy for you to buy?
That’s a pleasure.
If you’ve ever bought anything, you’ll have been sold to. Do you hate every buying experience you’ve ever had? Of course not.
Some sales experiences are a delight.
The secret is making your emails (and other sales and marketing activities) delightful.
If your prospective customers dodislike being sold to, it means you haven’t trained them to expect it, or you’re trying to sell to the wrong people. (Or you’re just sending them boring, pushy sales messages the whole time.)
Myth #3: If you email too often, you’ll be labelled a spammer.
Not so! In fact, if you email people every day with useful, interesting, and entertaining stuff people will expect to see you in their inbox.
But if you only ever email people a couple of times a month, when you want to sell them something, and that’s all you say — then you’ll piss people off. That will make them think you’re spamming.
Incidentally, “spam” is unsolicited emails. If people have opted into your email list — and I hope they have or you shouldn’t be emailing them — you are not spamming them.
Here’s the thing, though: if people opt in, get a couple of emails from you, then hear nothing for months — then you start firing sales messages at them, I’d class that as spam. Because they’ll have forgotten all about you.
Myth #4: Unsubscribes are bad.
On the contrary. As long as you’re targeting your sign-ups well and attracting mostly the kind of people you want to do business with, a small number of unsubscribes is a good thing.
It’s like a self-cleaning feather duster.
The people who aren’t a good fit for your business will remove themselves from your life without any effort from you. You won’t be wasting any time and effort and money on people who are never going to be interested. How cool is that?
Of course, if you’re getting torrents of unsubscribes all the time, something’s wrong and you need to fix it.
Myth #5: Open rates are important.
Only to your ego.
The only thing that matters is clicks and sales. How many people are clicking through to your website from your emails? If that number is super low, you need to look at what you’re doing and improve it.
But open rates don’t matter a jot, because they’re notoriously unreliable and they don’t give any indication of whether or not someone’s bought anything.
So — the five biggest hairiest myths about email marketing shaved clean.
Fancy giving it a try?
If you do, get started by signing up to my email list and seeing how I do it:
About the Author
Please do share any articles from this site in part or in full — as long as you leave all links intact, give credit to the author, and include a link to this website and the following bio. Vicky is a gin-quaffing, pole-dancing, trapeze-swinging copywriter who writes about the perils and joys of writing, velociraptor training, and running a small business. She writes this stuff on her websites vickyfraser.com and cookiesforbreakfast.co.uk. She’s the author of one book (with two more in utero) and teaches small business owners how to write copy that sells, and how to be more fecking interesting. You can follow her on Facebook, Instagram, Twitter, Pinterest, and LinkedIn.
PS Email marketing is the perfect 80/20 marketing activity. Once you’ve set up your autoresponders and lead generation, it mostly manages itself. All you have to do is fire off a short, entertaining email regularly. It’s honestly not difficult once you get going.