In our email marketing campaigns, we are always looking to boost our open and clickthrough rates and the business outcomes we're looking to achieve. Following best practices can help here to avoid dumb mistakes like not having compelling headlines or clear calls-to-action. However, this contrarian infographic from Alchemyworx suggests many rules-of-thumb for email marketing are really just myths have developed and could be damaging our campaigns.
For example, it questions whether we should we send our emails every Thursday, Should we stop contacting inactive subscribers after six months or if we send too many emails then they are ignored?
'Actually, sending 4 emails per month rather than one doubles the likelihood of one email being opened"
'Though we know, it has to be targeted and personalised etc.
We like this classic infographic since it helps us to question so-called "Email marketing best practices" such as the success factors given on our email marketing hub page and develop our email strategy, to improve our email marketing capabilities. The best best practice is the one that applies to your own email marketing activities: "Test, Learn, Refine"!
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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