Email in business is decades old. And the chief chaos with the oldest things is they move with a set of beliefs – pre-conceived notions. Though some of the beliefs are unarguably true, some turn up as ‘not working’ for many of us.
The reason is, they might lack in truth. You can also term them as myths.
B2B email marketing is not an exception here. The web is piled-up with tips and statistics about how to do email marketing right. Still, many marketers find themselves baffled when the ways claimed to work the most don’t go right for them.
The only way to get your business goals secured out of such confusion is to identify the fine line between truth and myth:
Myth 1: Subject lines are only meant to get an email opened by the receiver
The subject line comes up as the most preached-about topic when we talk about email marketing advice. Many marketers consider it only as the biggest way they can get their email opened by their prospects.
Truth: Subject lines not only make your prospects open the email but also take them down through the sales funnel to converting them into clients
The reason a receiver opens an email after reading a subject line is that he develops an expectation about what he is going to get after opening the email. If the expectation set in the subject line matches what’s inside the email, the chances of converting that subscriber into client will be more; else it will just annoy him.
Myth 2: There’s one perfect day to send an email
You probably have heard about one specific day of the week that will bring more engagement to your emails. Tuesdays and sometimes Thursdays and Wednesdays are widely considered to be the best.
Truth: Different days work differently to your subscribers. Also, more than days, what works best for them is the ways you have implemented your email strategy.
Various reports speak of various statistics about the days that bring high engagement rates. For example, CoSchedule says Tuesdays, Thursdays, and Wednesdays are the best to send emails.
To the contrary, many marketers rely on Wednesdays too.
Instead of going into the confusion of finding one perfect day, focus on knowing your audience better. Learn which days and time are the best fits for your subscribers and then solicit.
Myth 3: Your prospects don’t want many emails
If you are one among the marketers who believe that their subscribers are already getting many emails in their inboxes every day and that they might get annoyed or unsubscribe with you if you send them too many emails, you are probably wrong!
Truth: Your prospects have subscribed you because they want to know more about you or to stay updated with the latest of your brand. Thus, many emails will only help.
The fact is that you need to move with a balance. Where too many emails can put your audience off, too less can make them forget about you.
Myth 4: Inactive users are dead leads
Sometimes, some people subscribe to your email newsletters and then forget about you completely. You send them new offers, discount deals or simple reminders about your services or products but they never respond back. So, you consider such inactive users as dead recipients and stop sending emails to them anymore.
This is a mistake many of the marketers make more than often.
Truth: The inactive users who haven’t unsubscribed with you yet carry the most potential business opportunities in them.
Instead of considering them as dead leads, try to give them a good tap. Send them a personalized email based on their previous customer-behavior or just ask them if they want to unsubscribe you or they want to continue with your emails.
Sometimes, such tactics work best in getting a positive response from them.