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BlueHornet's 5 Myths of Email Marketing

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Email marketing is arguably one of the most effective digital marketing channels. It’s highly targeted, customizable, trackable and can directly drive site traffic to increase revenue.

Join Kara Trivunovic, BlueHornet's VP of Strategic Services, as she debunks the five most persistent myths that prevent companies from getting the most out of their email program, including:

•Less is more
•Testing a small percentage of a list will demonstrate message effectiveness
•Following email marketing best practices will yield the best results for your program

Published in: Marketing
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BlueHornet's 5 Myths of Email Marketing

  1. 1. FIVE MYTHS OF EMAIL MARKETING MAY 7, 2014
  2. 2. TODAY’S PRESENTER Kara Trivunovic VP Strategic Services BlueHornet @ktrivunovic 2
  3. 3. FIVE MYTHS OF EMAIL MARKETING 3
  4. 4. MYTH #1 Too Many Emails Will Irritate Your Customers 4
  5. 5. MYTH #1: Too Many Emails Will Irritate Your Customers 5 • Less is not always more. • Find the right cadence for the right customer. • Monitor your engagement rates.
  6. 6. MYTH #2 Testing a Small Percentage of a List Will Show the Effectiveness of a Message 6
  7. 7. MYTH #2: Testing a small percentage of a list will show the effectiveness of a message 7 • Testing a set percentage of a list won’t always produce accurate results. • The larger the test group, the more accurate your results will be.
  8. 8. MYTH #3 Following Email Marketing Best Practices Will Yield the Best Results for Your Program 8
  9. 9. MYTH #3: Following Email Marketing Best Practices Will Yield the Best Results for Your Program 9 • Best practices are great… for breeding mediocrity. • Figure out what resonates with your customers. • Optimize against that, not what the rest of the industry is doing. • Many of the common “no-no’s” don’t apply to everyone.
  10. 10. MYTH #4 You Need a Balance of Text and Images 10
  11. 11. MYTH #4: You Need a Balance of Text and Images 11 • Image-heavy messages make sense for a lot of brands. Keep an eye on deliverability. • Don’t forget to use ALT tags and the snippet text to persuade users to unblock images. • In certain situations, text-based emails can resonate. • Don’t be afraid to experiment.
  12. 12. MYTH #5 All Emails Need to be Short and to The Point 12
  13. 13. MYTH #5: All Emails Need to be Short and to the Point 13 • If you have compelling content, use it. • Follow a visual hierarchy, highlight key points, and keep your email easy to scan. • Understand your audience, and always remember your goal. • Regardless of the length, all emails should contain certain elements.
  14. 14. RECAP 14
  15. 15. FIVE EMAIL MARKETING MYTHS Too Many Emails Will Irritate Your Customers Each business needs to find the right email frequency. Testing a Small Percentage of a List Will Show the Effectiveness of a Message The larger the test group, the more accurate your results will be. Following Email Marketing Best Practices Will Yield the Best Results for Your Program Figure out what resonates with your customers. You Need a Balance of Text and Images Heavy text or image can both perform well. Experiment. All Emails Need to be Short and to the Point Follow a visual hierarchy and keep your email easy to scan. 15
  16. 16. THANK YOU 16 Want to know the reality behind an email marketing myth? CONTACT US AT: BlueHornetCommunications @BlueHornet.com

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