If you are a passionate email marketer, you probably read plenty of books and articles on how to stay on top of your game. There are benefits to that, but with the wealth of information out there, you may start feeling confused about what is right and wrong in email marketing. In time, you will discover that the best strategy is your own – the one you develop yourself, for your unique company, after lots of trial and error. Until you get there, you are going to stumble upon many email marketing myths. We thought it would serve you if we talked about three of them today.
“Tuesday is the best day to send your email”
We bet you heard this one: if you send your emails on Tuesday, you are going to have the highest open rates (in the history of marketing!). Followed by “if you are not sending on Tuesdays, try on Thursdays.” Well, yes and no. Yes, statistics have shown that marketing emails sent on Tuesday mornings perform well, and those sent on Thursday afternoons have high open rates, as well. The next “best’ day would be Wednesday. But there are three aspects to consider here:
- Because this stat is so popular, everyone sends their emails on Tuesdays, so you’re fighting with other marketers for your subscribers’ time and attention.
- Another well-known stat is that 85% of people open their non-urgent emails two days after they receive them.
- The most relevant aspect is your industry and the nature of your content. If you are a blogger, for example, your emails may perform much better during the weekend, when people take more time to relax and are more likely to read this type of content.
“I only need to clean my list once”
There are more and more business owners who understand how important it is to have their email lists cleaned by an email verification system. The benefits are remarkable: your bounce rates will decrease up to 95%, your sender reputation will improve, and your boosted deliverability will help you achieve higher sales.
Although they see the advantages, many marketers fall into the pitfall of believing that validating your list once is enough to keep you covered for months or years. The truth is, 30% of your database deteriorates during one year. People change jobs, so they change their email address, or they just decide to switch to another provider. So you’re sending campaigns to dead accounts (which you pay for, because your ESP is charging you for every subscriber in your list). Think about doing that for months or years, and think about how much money you are losing.
Letting an email verifier clean your list periodically of invalid and dead addresses, spam traps and risky domains is the only way to be sure you are sending your campaigns safely and successfully.
Subject line: the shorter, the better
You know what they advise: keep your subject lines short and sweet. How short? Well, because more than 60% of people check their emails on their phones nowadays, it’s recommended that your subject lines are not longer than 50-60 characters. That makes sense, right? But let us share with you another interesting stat: while subject lines under 60 characters increase opens, those over 70 characters increase click-throughs. We believe that while it’s important to not exaggerate with the length of your subject line, who the email comes from and what it communicates will determine a recipient to open it or not.