FIVE MYTHS OFEMAIL MARKETING

MAY 7, 2014

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TODAY’S PRESENTER

Kara TrivunovicVP Strategic ServicesBlueHornet@ktrivunovic

FIVE MYTHS OFEMAIL MARKETING

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MYTH #1Too Many Emails Will

Irritate Your Customers

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MYTH #1: Too Many Emails WillIrritate Your Customers

• Less is not always more.

• Find the right cadence for the right customer.

• Monitor your engagement rates.

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MYTH #2Testing a Small Percentage

of a List Will Showthe Effectiveness of a Message

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MYTH #2: Testing a small percentage of a list will show the effectiveness of a message

• 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.

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MYTH #3Following Email Marketing Best

Practices Will Yield the Best Results for Your Program

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MYTH #3: Following Email Marketing Best Practices Will Yield the Best Results for Your Program

• 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.

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MYTH #4You Need a Balance of

Text and Images

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MYTH #4: You Need a Balance ofText and Images

• Image-heavy messages make sense for a lot of brands. Keep an eye on deliverability.

• Don’t forget to use ALT tags andthe snippet text to persuade users to unblock images.

• In certain situations, text-based emails can resonate.

• Don’t be afraid to experiment.

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MYTH #5All Emails Need to be

Short and to The Point

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MYTH #5: All Emails Need to beShort and to the Point

• 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.

RECAP

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FIVE EMAIL MARKETING MYTHS

Too Many Emails Will Irritate Your CustomersEach business needs to find the right email frequency.

Testing a Small Percentage of a ListWill Show the Effectiveness of a Message

The larger the test group, the more accurate your results will be.

Following Email Marketing Best PracticesWill Yield the Best Results for Your ProgramFigure out what resonates with your customers.

You Need a Balance of Text and ImagesHeavy text or image can both perform well. Experiment.

All Emails Need to be Short and to the PointFollow a visual hierarchy and keep your email easy to scan.

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THANK YOU

Want to know the reality behind an email marketing myth?

CONTACT US AT:BlueHornetCommunications@BlueHornet.com