Unlocking the Potential of Email Marketing
Email marketing remains one of the most powerful tools in a marketer’s arsenal, despite what some may say. In fact, it’s evolving and offering even more opportunities to connect with audiences effectively and affordably.
Jay Schwedelson, the president and CEO of Outcome Media, a demand generation agency, sheds light on some of the best practices and common misconceptions surrounding email marketing in 2024.
Debunking Outdated Myths
One of the biggest challenges for email marketers is sorting through the mountain of misinformation out there. There’s a lot of outdated advice floating around, particularly about what can harm your email deliverability.
Jay emphasizes the need to move past old rules about spam trigger words and other content elements that supposedly hurt your chances of landing in someone’s inbox. Contrary to popular belief, certain tactics like using words like “Free,” emojis, or exclamation points in subject lines can actually boost engagement.
Rather than fretting over lists of banned words, Jay suggests focusing on testing different subject lines and content variations. Paying attention to how subscribers interact with your emails—how often they open, click, and respond—is far more important for inbox placement.
Rethinking Open Rates
Another myth that needs debunking is the significance of open rates. While some argue that factors like iOS and bots inflate open rates, rendering them unreliable, Jay points out that they still hold value as directional metrics.
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For instance, if an email with an emoji in the subject line outperforms one without by 10 percentage points, it suggests that the emoji resonated with subscribers. Open rates may not provide an exact measure of engagement, but they help compare the effectiveness of different marketing tactics.
Embracing the Promotions Tab
Many marketers worry about their emails landing in Gmail’s Promotions tab, fearing it might hurt their results. However, Jay explains that this perception is misguided. Landing in the Promotions tab can actually be beneficial.
Only a fraction of Gmail users utilize tabbed inbox categories, but those who do actively check the Promotions tab for deals and offers. Being in this tab puts your message in front of an engaged audience ready to make purchases, leading to higher open and click-through rates.
Moreover, it’s challenging for users to unsubscribe or remove emails from the Promotions tab, ensuring your messages reach a valuable segment of subscribers seeking deals.
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Verdict
Email marketing continues to thrive and adapt to changing digital landscapes. By dispelling outdated myths and embracing tactics that focus on engagement and value, marketers can harness the full potential of email marketing to connect with audiences effectively and drive business growth.
