Email marketing is not relevant in 2024 or beyond – true or false?

Of course, the above statement is not true at all.

Businesses, large and small, should have a comprehensive digital marketing strategy and email marketing remains an effective part of it.

Here are some other common myths your small to medium-sized business (SME) should know:

Myth 1: The bigger the list the better for business.

While a large email list can be beneficial, it’s not the most important factor.

A smaller list of highly engaged subscribers who regularly open, read, and act on your emails is far more valuable than a massive list of uninterested people.

Focus on growing a quality list of subscribers who are genuinely interested in your content, products or services.

Myth 2: Send an email every day.

Bombarding subscribers with daily emails can lead to fatigue and higher unsubscribe rates.

The ideal frequency depends on your audience and content. Some businesses thrive with weekly newsletters, while others find success with monthly updates.

Test different options and pay attention to engagement metrics to find what works best for your audience.

Myth 3: If you don’t have a subscriber list, just buy one.

Purchasing email lists is a bad practice for several reasons.

These lists often contain outdated or incorrect information, and the people on them haven’t given you permission to contact them.

This can lead to high bounce rates, spam complaints, and potential legal issues under the POPIA Act.

It’s always better to build your own list, organically, with interested subscribers.

Myth 4: Your customers don’t want emails from you.

While it’s true that many people complain about overflowing Inboxes, they’re usually referring to irrelevant or unsolicited emails.

People are generally happy to receive emails that provide value, whether it’s useful information, exclusive offers, or entertaining content.

It is key to ensure your emails are consistently relevant and valuable to your subscribers.

Myth 5. Email marketing is only for promotional content.

Many businesses mistakenly believe that email marketing should be used solely for sending promotional offers and discounts.

This myth leads to missed opportunities for engaging with subscribers and building lasting relationships.

Use email to:

• Share industry insights, how-to guides, or tips related to your products or services.
• Keep subscribers informed about new developments, company news, or changes in your offerings.
• Showcase success stories or testimonials to build trust and demonstrate value.
• Offer subscribers access to content not available elsewhere, such as in-depth articles or early access to new features.
• Engage subscribers by asking for their opinions and showing that you value their input.

Myth 6. Segmenting your audience is unnecessary.

Segmentation and personalisation can significantly improve your email performance.

This could involve segmenting your list based on demographics, behaviour, or preferences, and tailoring your content accordingly.

Myth 7. You need complex designs.

While visually appealing emails can be effective, sometimes simpler is better.

Plain-text or minimally designed emails can feel more personal and often have better deliverability rates.

The most important factor is the quality of your content, not how fancy it looks.

Test different designs to see what resonates best with your audience.

Myth 8. Unsubscribes are always bad.

While it’s natural to want to keep all your subscribers, unsubscribes aren’t necessarily negative.

They help clean your list of uninterested parties, improving your overall engagement rates.

Unsubscribes can also provide valuable feedback on your email strategy.

Myth 9. Subject lines should be catchy, not informative.

While creative subject lines can sometimes boost open rates, clear and informative subject lines often perform better in the long run.

They set accurate expectations for the email content, leading to better engagement from truly interested subscribers.

Avoid clickbait-style subject lines that may lead to immediate opens but long-term distrust.

Myth 10. You can’t grow an email list organically.

Building an email list organically is entirely possible and often leads to a higher-quality subscriber base.

Strategies like offering valuable lead magnets, optimising your website for sign-ups, leveraging social media, and creating shareable content can all contribute to steady list growth.

While it may take longer than buying a list or using aggressive tactics, the resulting list will be much more valuable.

Email marketing can be a powerful tool for businesses of all sizes.

Even if your website isn’t live yet, you can start sending out valuable content to your subscribers using Email Only Hosting.

Quality Email Only Hosting maintains your sender reputation by displaying your professional domain name.

Furthermore, it ensures the reliable sending, delivering, and storing of your important business emails.

To learn more about Email Only Hosting, visit Domains.co.za.