Your Email Marketing Myths Busted

Without a doubt strongemail marketing/strong is the most effective and economical ways that small businesses can communicate with customers and clients. But there are a lot of myths among business owners, usually based on their perception, not tests or real numbers, that prevent them from using email the right way. Here are the top 7 myths… h2Myth 1. You can send too frequently./h2 If I have another meeting with an entrepreneur who thinks that email marketing is having a Constant Contact account and sending out an email once a quarter I’m going to scream!

The truth is you can send an email to your list, daily, three times a week, weekly, bi-weekly…you pick one…and it’s likely to be very effective if you do two things: ol liSet the expectation up front with the people on your list so they know what they’re signing up for./li liSend relevant information in each message./li /ol That’s it. Will more people unsubscribe? Maybe. Is that important? Probably not. (see Myth #2) h2Myth 2. Unsubscribes are bad./h2 I have seen some serious ringing of hands and gnashing of teeth over a few unsubscribes here and a few there. It’s not a big deal. Truth be told, you want some unsubscribes every time you send a message.

The people getting off your list are saying “this isn’t for me.” As a marketer you should be thanking them for excusing themselves. Now you can focus on the real prospects…the ones who value what you send and who want a relationship with you.

One salesman in my hometown voluntarily got on my list, but didn’t like the number of messages he got (just a few). He emailed me to give me his candid email marketing advice and I promptly and politely removed him from the list. When I see him around town he refers to me as the “man who sends the messages” and repeats his opinion of my marketing.

I have two choices. Listen to this one person (who by the way isn’t a client) and change what I’m doing. Or, stay the course. My bottom line favors the latter. h2Myth 3. You need a big list to make money./h2 It’s not the size that matters…

It’s your relationship with your list that’s important. You build relationship in email marketing just like you do in real life. ul liShow up consistently and often./li liBe of service./li liHave conversations./li liMake introductions./li liShare yourself./li /ul You’d never expect to build a strong friendship with someone in real life if you only spoke to them once a quarter. h2Myth 4. You have to write all of the email content yourself./h2 It’s great if you can write and you have time to do it consistently, but you don’t have to.

You can act as a collector and curator of information for your prospects and customers. There’s a good chance that if you find something interesting, your subscribers will too.

Make a list of the five most interesting articles you read this week and send it out. Even if they have nothing to do with your industry.

As a bonus…insert your opinion on some of the topics where appropriate.

If you’re sharing great resources your list will appreciate you and see you as a leader. h2Myth 5. You can’t sell in email./h2 If this were true, what would be the point of email marketing? According to the Direct Marketing Association email marketing returns $43 for every $1 you spend (on average) so somebody’s selling something.

The challenge is doing it right. I teach my clients that email marketing is a a href=http://stevegordonmarketing.com/consultingsilent sales machine/a. You wrap your sales message inside a great piece of valuable information.

No one likes to be sold but you know what they say: “A spoon full of sugar makes the medicine go down…” Integrating your pitch with your content not only makes it easier to swallow, it makes your buying your stuff seem like the next logical step for those who found your content useful. h2Myth 6. It’s got to be pretty to work./h2 “Beauty is in the eye of the beer holder.”

Some of the most effective emails I’ve ever sent were ugly, plain text things with no images, no logo, no color…nothing but the words.

Right now, the only email I send that has any design to it at all is my weekly email magazine, the “Marketing Entrepreneur’s E-Letter”: http://stevegordonmarketing.com/eletter. All of the follow-up emails I send are plain text…by design.

Why does plain text work better?

Let’s put ourselves in the shoes of our email recipients for a moment. If you’re scanning through your inbox looking for the important messages. The ones that you need to read right now and you see a big logo or image at the top you instantly know “this is a mass email…it’s not actionable…I can read it later.”

On the other hand, if you get what looks like a plain old email (like real, everyday people send) you’re probably going to at least scan it to see if you need to respond.

Don’t worry about having the perfect design…or any design at all. Just get your message out. Today! h2Myth 7. My clients will hate me if I make a mistake./h2 You will make mistakes. It’s part of the learning process and you want to make mistakes. I’ve made my fair share over the last two years since I got serious about email marketing.

I’ve sent emails that didn’t get opened…emails that aggravated a few…emails with typos…changed branding three times…sent emails with boring subject lines…you name it.

But by far the biggest mistake I made was not emailing consistently or often enough in the beginning.

But I keep showing up and talking to the people who have asked to hear from me.

And they have rewarded me with their attention and business.