5 email marketing myths you shouldn’t believe…


Well, just as any other marketing strategy and methodology is important and it works, the concept of email marketing is equally important. Email marketing is sending emails to a group of subscribers promoting your product or services.

In fact, most marketers don’t realize that email marketing is one of the major components of marketing.

But just as everybody has myths about web marketing, there are a number of myths in email marketing too. If you want to make this strategy flawless, you can consider 5 email marketing myths you shouldn’t believe.

  • If you think unsubscribing is bad for your business, then it is time you think again

Yes, that’s correct. Unsubscribing has a far wider concept than you think. The audience who subscribes aren’t necessarily focused on knowing about your product or services. They may have done it in the spur of the moment or to get the information about your product for their own use.

That does not mean they are going to buy it from you. And unsubscribing speaks volumes. First, not interested and the inactivity of the user are about not being very much indulged in reading what you present them in your emails. And then unsubscribing saves you from the trouble of including them in the list of recipients who never respond or express interest.

  • Email is dead

If you think that emailing has lost its charm, then you are absolutely wrong. There are hundreds and thousands and millions of organizations that are making huge sums of money with email marketing.

In fact, email marketing is a major component of traffic for most websites.

  • The length of the subject should be less than 55 characters

If you think you can make a better and the intriguing subject line that exceeds 55 characters, and then feel free to do so, because content is the KING.

It is true that if you make subjects that are shorter, it will of course result in higher rates of opening, but it is never said that it will also result in higher clicks or higher conversions.

  • The best time for sending emails to subscribers is either the Monday or the Tuesday

Yes, it is true that everybody gets back to work on these days. But that is not necessarily true that the subscribers are more open to reading emails on these days only. There are millions of people who read their mails on everyday basis, no matter if it is a weekday or if it is a weekend. So you make sure that you send them emails on everyday basis. Weekends are the two days where the people get enough time to take a detailed look to their emails.

  • If that you send with a trusted automated responder, there is no reason to worry

Organizations like Aweber, Infusionsoft etc. changed the meaning of how marketing is done. There was a while where you must be uncertain about giving your email address online because you could open the ways to interminable spam. Then, some big email marketing names ventured up and led the pack so you would know whether you hit “Unsubscribe,” you would be allowed to sit unbothered.

These myths are the perfect signs that email marketing isn’t bad and can result in the increase of sales and business in ways you wouldn’t think of.

There are companies all over the world that are experiencing the rise in business with the help of email marketing only. They are consistent in sending emails to their subscribers, draw their attention and ensure that on receiving the subscriber responses will take care of their queries and answering their concerns.

So do not take these myths into account and make your email marketing more effective.

Author – Charlie Robinson

(He is a marketer and interim VP of Marketing of multiple tech companies. He is currently heading marketing at Adling, a digital agency in Cupertino).


How Sales and Support can also be ‘Marketed’!

The best marketer of our time was, inarguably, Steve Jobs. And everything Steve Jobs did was aimed at one thing – marketing his products. His presentations were performances, his product demos were carefully directed and choreographed; there was an air of showmanship about everything going on at Apple leading to a launch. Even their support stories became huge news. Walter Isaacson and others dissected this approach later, but at that time, all of us consumers were led to think only one thing – I need that Apple device!

That need wasn’t an accident; that craving was the result of an orchestrated marketing campaign, parts of which would never come under the understood umbrella of ‘marketing’. And that is where they won. 

The lesson in this is very simple – everything is marketing. Every single thing. Even something like customer service. In fact, here’s Forbes terming customer service the new marketing. I couldn’t agree more.

But it’s not just customer service that now falls under marketing’s all encompassing realm. Sales and support can also be ‘marketed’. In fact both sales and support, tied in with customer service, can become integral parts of the marketing machinery, using every customer touchpoint as a marketing channel.

The ‘support is marketing’ line

This is the first point of customer contact and definitely the most important. An indifferent support experience is not going to get a prospective customer to open his wallet. We need to make him pause, make him think, and make him buy. Every support query should be treated as an opportunity to clear roadblocks a customer has in using the product. Anticipating the next question and offering help before the customer even asks is part of this. This is just good support, you might argue, and that is exactly what I’m talking about – great support is great marketing.

The ‘sales as marketing’ story

It was the last week of the month and our sales team was rushing to complete targets. A colleague called up a hot lead and it turned out the lead, the CEO of a small business didn’t know about our occasional agents feature, which would cost him a lot less than actually buying usage for a whole agent. My colleague could have sold the customer the extra agent, but he didn’t. He explained the occasional agent concept, and when the customer purchased our product, he spent less and got more value. 

That customer would now think twice before leaving us, if ever. If that is not spectacular marketing, I don’t know what is.

The Bottom Line
As marketers we are looking for a customer to 1) spend more on our product and/or 2) tell someone else he should be using our product. 

When sales, support and customer service add up to give a customer a smooth and satisfying experience, he’ll have no qualms in spending more on our product or recommending us to others. Our job is done.

And that is why I think we need to take that lesson from Steve Jobs to heart. Everything is, in fact, marketing!