There are a variety of myths on the market: For occasion, some say the Loch Ness monster is actual, and others say lightning strikes in the identical place twice.

Oftentimes, it is enjoyable to debate myths with pals and debate whether or not or not they’re true.. Sometimes, the most well-liked myths are debunked by those that actually wish to know the reality. After all, that was the premise of the present “MythBusters“.

Here, we will debunk myths, as effectively. But, as an alternative of myths about nature or stars, we are going to take a look at myths within the advertising and marketing world — and, extra particularly, these surrounding electronic mail advertising and marketing.

But it is potential that your organization is not investing as a lot in electronic mail advertising and marketing due to the myths you’ve got come throughout. If that is true, you could be shocked to find out how a few of these have been debunked by HubSpot electronic mail entrepreneurs.

Top Myths, According to HubSpot Email Marketers

Whether you’re an email marketing veteran or simply getting began, you could be working beneath sure widespread misconceptions about electronic mail which were disproved by analysis.

Additionally, your electronic mail could also be getting uninteresting on account of a scarcity of experimentation or inspiration. Maybe you’re conscious that it’s time to change up your electronic mail advertising and marketing, however it may well nonetheless be onerous to know the place to start.

Knowing these myths earlier than you begin your subsequent electronic mail marketing campaign might help you enhance the effectiveness of your emails.

1. Using the phrase ‘free’ in emails will trigger it to be despatched to the spam folder.

While the language you employ to assemble your emails is essential, remember that there won’t be as many guidelines as prompt when utilizing making emails.

According to one among HubSpot’s Email Enablement Project Managers, Amanda MacDonald, “My least favorite email marketing myth is that using certain words like ‘Free,’ or exclamation points in your email will cause it to go to the spam folder.”

The wording you employ within the physique of emails retains subscribers engaged as they learn the message, so it is unlikely that sure phrases will trigger the e-mail to be thought to be spam by the e-mail browser’s filtering system.

For instance, I obtained this promotion electronic mail, which makes use of the phrase “Free” in its topic line. The electronic mail was despatched straight to my Promotions tab, the place I engaged with the message:Screen Shot 2020-05-25 at 7.14.21 PM

“Email engagement is what determines if your email goes to the spam folder, so focusing on what drives engagement is key,” MacDonald states. “If that’s exclamation points or certain keywords, you shouldn’t be afraid to use them. The key is knowing your audience and your data.”

So for those who’ve seen that engagement tends to be larger if you use language like, “Free deal!”, do not shrink back from turning to what works — electronic mail browsers will not filter the message as spam.

2. Millennials do not subscribe to advertising and marketing emails.

Adobe discovered that millennials check and use their emails greater than some other age group. If your target market contains millennials however you are not implementing an electronic mail advertising and marketing technique, you could be lacking out on a solution to construct buyer relationships from a special channel.

The key to efficiently advertising and marketing to millennials via electronic mail is specializing in high quality over amount. Though millennials prefer to engage with brands via electronic mail, too many emails may lead to fatigue from the age group.

You can at all times A/B take a look at emails to see if it might be an efficient transfer to your campaigns. Additionally, you possibly can gauge the kind of emails your millennial viewers choose because of testing.

3. Inserting video is an computerized engagement booster in electronic mail advertising and marketing.

“There is a lot of buzz about how including videos in your emails is great for email engagement,” recollects Jackie Lee, one among HubSpot’s electronic mail deliverability specialists. “However, including an actual video file in an email can be really bad for deliverability.”

This is as a result of if giant information, like video, are included in your electronic mail, it could affect the formatting — and, due to this fact, deliverability. Recall that deliverability focuses on the content of emails as a lot as its legality, so it is essential to verify your emails look clear {and professional}.

However, this is not to say that you must by no means add movies. In reality, Lee means that, “Including a picture of the video with a play button overlapping the image that links to the actual video will ensure that you have a key element for engagement without risking poor deliverability.”

Check out this electronic mail I obtained for example:

Screen Shot 2020-05-25 at 7.14.14 PMThe video is not straight embedded into the message, however the play button has a hyperlink that can open one other tab to play the online game’s trailer. The electronic mail’s formatting did not endure for the sake of a video and it was despatched to my most important electronic mail folder. I used to be nonetheless capable of work together with the content with out deliverability being impacted.

4. Email advertising and marketing is a ‘useless’ apply.

Sometimes, it could look like low engagement from subscribers factors to the phasing out of electronic mail advertising and marketing. However, it has been discovered that 78% of marketers have seen an increase in engagement over the previous 12 months. This information from HubSpot means that electronic mail advertising and marketing remains to be an efficient advertising and marketing tactic.

If you are discovering that electronic mail advertising and marketing is not offering as a lot ROI as you are anticipating, it could be time to revamp your technique. Personalization is the rising pattern in profitable electronic mail advertising and marketing campaigns, in addition to emails which can be responsive.

When you design emails to be extremely focused and optimized for a number of gadgets, you might be growing the prospect of subscribers being delighted by your messages. For occasion, once I see my identify within the topic line of a advertising and marketing electronic mail, I really feel prefer it was made to suit my pursuits.

Take this electronic mail I obtained from an actual property website. This web site sends listings based mostly on net conduct. Getting despatched focused emails like that made me to take a look at extra properties on the web site:

Example of a successful email marketing subject line.

Eventually, I started to look ahead to these emails so I might scour the positioning for extra listings. The further step of personalization in emails advised me that the staff working for this firm cared about offering worth to me via each stage of the customer’s journey.

5. Emails are extremely straightforward to design utilizing HTML.

Are you accustomed to the coding language wanted for electronic mail design? I’m undoubtedly not — I’d quite use email software to assist me assemble lovely messages. But for those who’ve by no means made a advertising and marketing electronic mail from scratch earlier than, they could be harder to design than they appear.

This is as a result of HTML would not comply with a primary algorithm for electronic mail suppliers, which is difficult if you wish to design one thing particular and do not know the way. You would possibly write a line of code that will not make sense to the e-mail browser, finally impacting electronic mail deliverability.

According to HubSpot’s Conversational Marketing Manager, Oluchi Ughanze, “HTML for web browsers is like an art class where everyone paints the same still life using the same materials. The painting might look different, but that’s because of the artist, not because of the still life or the colors.”

Marketing electronic mail design seems to be just a little bit totally different. “HTML for email, however, is like an art class where, though you’re painting the same still life, everyone is given different materials. So it’s not as consistent to work with.”

“The only thing tying them together,” she continues, “Is the still life assignment, but nothing more. In this analogy, the still life is HTML, the materials are the clients or web browsers.”

Some issues for HTML can look intimidating, however are fairly straightforward to choose up. For instance, I’m fairly assured in my means to daring textual content in a line of code if I have to. Other issues, like electronic mail design, are a bit trickier.

For a better, price and time efficient treatment for highly effective electronic mail design, take a look at some electronic mail software program instruments that do all of the HTML for you — so you possibly can concentrate on delighting your clients.

6. Email topic strains need to be brief and easy.

It’s become tougher to maintain the busy thoughts of a subscriber engaged with advertising and marketing messages. But your topic strains do not need to be brief as a way to preserve your reader occupied.

It’s good to be concise along with your wording, however it’s higher to tell readers of what is going to be inside your electronic mail to keep away from deceptive messages. For instance, I get electronic mail notifications from Patreon, a membership service platform, when the creatives I assist add new content. It’s useful to know precisely what they’re importing so I’ve an concept of when to work together with what they’ve posted.

Sometimes, although, that topic line can look just a little prolonged:

Example of a lengthy email subject line that works

From the topic line of this electronic mail, I do know precisely what the e-mail will comprise: unique reside present particulars for patrons. Knowing this made me excited to open the remainder of the e-mail. But if the topic line stopped after the phrase “Show,” I would not have recognized the exclusivity of the content and won’t have been as compelled to open the message.

Consumers prefer interact with their favorite brands through email, so you’ll want to talk the affect of your message utilizing as many characters as needed. Chances are, those that subscribed to your emails usually benefit from the messages you are sending out, so that you generally is a little extra lax with how you employ topic strains.

Myth 7: A spam electronic mail is only a poorly designed electronic mail.

When you consider what a spam electronic mail is, what involves thoughts? I consider a sketchy-looking message that appears prefer it was made within the 1990s, like this magnificence that landed in my spam folder not too way back:

An example of an unattractive spam email.

However, that is not completely the case. While this electronic mail is not the most effective within the seems to be division, that is not why it was marked as spam. “Some people think spam is super badly formatted garbage mail, but spam is any unwanted bulk marketing email,” explains Allpomonia Roman, electronic mail deliverability advisor at HubSpot.

The motive this electronic mail was marked as spam is as a result of I by no means subscribed to the e-mail checklist from this sender within the first place, not as a result of it isn’t nice to take a look at. As Roman notes, “I could get an exceptionally targeted email from T.J. Maxx, for example, but if I didn’t sign up for those emails, it’s spam.”

When you are developing your electronic mail checklist, examine it twice, and ensure all subscribers selected to opt-in to your emails. Otherwise, there is a good probability that it will likely be marked as spam.

I haven’t got a favourite episode of “MythBusters.” They’re so compelling to study — and typically, dive right into a rabbit gap with analysis. Now that a few of these myths have successfully been busted by HubSpot entrepreneurs, which ones are you most excited by making an attempt out for your self?

I am unable to wait to see what you give you.

Click right here to obtain104 Email Marketing Myths, Experiments, and Inspiration.

104 email marketing myths, experiments, and inspiration

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