It’s time to separate myth from reality when it comes to e-mail marketing.
1. E-mail is dead. Myth. Some people think that because social media and texting have grown so much in recent years, traditional e-mail is a dying technology. This isn’t the case. While e-mail may be less important to teenagers and young people, for people who are a little older, especially businesspeople, e-mail is alive and well.
2. B2B e-newsletter marketing is different from B2C marketing. Myth. The line between business-to-business (B2B) and business-to-consumer (B2C) e-newsletter marketing has blurred considerably. One reason for this blurring is that although many of us may have multiple e-mail accounts—business and personal, for instance—we typically have everything delivered to the same e-mail inbox.
3. The best time to send out an e-newsletter is during the week. Myth—and a surprising one at that. Studies now find weekend days are best for reaching customers or target markets. Why? People have more time to read e-newsletters.
4. Evening is the best time to send out an e-newsletter. Myth. Most studies indicate that sending an e-newsletter or e-marketing message around 6 a.m. is most effective. Sending it out in the evening may actually have the least impact.
5. “Send to a Friend” links are a great way to get more subscribers to a newsletter. Myth. These links, found on many e-newsletters, have proved to be pretty ineffective. Links that say “Follow us on Facebook” or refer to some other social media outlet may prove more valuable.
6. The most-read e-newsletters are the ones from someone the reader knows. True. And this can be important information for a jansan distributorship. People tend to read e-newsletters if they know or have some connection with the sender; the stronger the connection, the greater the likelihood.
7. Even if people read a newsletter, they most often just delete it right away. True. But there are ways to encourage people to hold onto your newsletters, such as including how-tos, surveys, statistics, special dates to remember—anything that will make people think the information is valuable and they may wish to refer to it at a later date.
8. Hyperlinks in a newsletter are a no-no. Myth. In fact, the more links (within limits), the higher the click-through rates, which can land your readers on important pages in your company Web site.
9. It is not necessary to see how an e-newsletter looks on different computers. Myth. With the advent of devices other than traditional computers as delivery vehicles, an entirely new dynamic is evolving. If the newsletter is designed to look like a Web page, view it on different computers as well as mobile devices.