[SMK] Social Media Knowledge


Ending epic email marketing myths

Email marketing is a stayer in the sometimes fickle world of digital marketing. Sure, it may not be as sexy as posting a Vine video or Instagram photo, but email marketing isn’t going away anytime soon.

Thanks to a recent infographic from Alchemy Worx we’re put together a list of the top four email marketing myths to give you the facts when it comes to this evolving arm of digital marketing.

1. Consumers are oversubscribed

The average user receives six emails from brands per day.

Research from Merkle shows that almost three-quarters (74 per cent) of consumers prefer to receive communication from brands via email over other channels.

2. The best time to send emails is 3pm on Thursday

It would be nice if this were true, but the fact is that each brand and their customers have unique needs and quirks.

It also depends on whether you determine success as open rates or conversion rates.

Data from Alchemy Worx indicates that 76 per cent of users open email within two days of it landing in their inbox, while 79 per cent of conversions occur within four days of an email arriving.

3. More emails mean less cut-through

While in the short term an increase in the frequency of emails leads to lower open rates, in the long term it seems to pay off.

Over a three month period Alchemy Worx found that when a brand increased its emails from one per month to four per month, it more than doubled open rates. This led to an average increase in revenue of 11 per cent.

4. Less is more

The common wisdom dictates that the shorter the subject line, the better an email will perform.

While emails with subject lines of less than 60 characters have higher open rates, those with subject lines 70 characters or longer actually lead to high click-through rates.

To find out more visit hmarketingprofs.com

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