7 Myths of Email Marketing Exposed


Email Marketing

Email is the absolute center of the Internet universe!

You have to have an email address to sign up for Twitter, Facebook, or any of Google’s services and there is no indication this will change any time soon.


“Email marketing doesn’t work any more”

Apparently we’re all using social media now in preference to email. Or we’re so overwhelmed with spam that we’ve given up reading emails.

Well, not if you actually check what people are doing rather than just listening to the whims of social media gurus.

According to Merkle in their “View from the Digital Inbox” research from 2011, between 65-78% of people (depending on age group) listed email as their preferred method of business communication.

Vs 0-4% for social media.

Email marketing works because email is still where most business communication happens. We fiddle around on Facebook and Twitter. Maybe even do some relatively serious discussing on Linkedin.

But when it comes down to real business, we expect in-depth communications with customers, suppliers and business partners to happen by email.

So that’s where your communications should be too.



“Email marketing is technically complex”

It really isn’t.

The most popular email marketing systems: Aweber and Getresponse are no more difficult to use and set up than producing a simple document using Microsoft Word.

You drag and drop to make a simple sign-up form. Copy and paste it onto your website. Do a “thank you” page. Then type in and schedule your emails.

Job done.

Sure, you could use a fancy combined “CRM with email marketing with shopping cart” system and you could get into more advanced techniques, but getting started (and getting results) is simple and starting between $15-$20 a month for most of the major email autoresponder services it costs peanuts too.



“You need fancy graphical emails”.

Ah yes, the fancy graphical emails beloved of expensive agencies. The “you need a professional image” ones that justify paying them a fortune for running your campaigns…

Look at it this way: when someone you trust emails you, do they send you a fancy graphical email? Does it look like a professional newsletter?

What do you want your emails to look like: an email sent by a trusted friend or business colleague? Or someone trying to sell something with shiny graphics?

The website MarketingExperiments tested this extensively a few years ago. They found that fancy graphical emails got 34% less clicks than plain text ones and “light” emails – ones with just a bit of bold text, italics and underlined links got 55% more clicks than plain text.

The message is clear: go for simple.



“Email marketing is all about selling”

This one is half true.

Email marketing IS about selling. In the sense that your ultimate goal is to sell your products and services, but for most of us it’s not about overt pitching like you might see in emails from Amazon or Groupon where the whole email is basically trying to sell you something.

For professionals offering high value services, your clients aren’t going to buy until they’re convinced you’re credible and that they can trust you, that they’ll get great results from working with you.

Overt pitching doesn’t prove that.

What proves it, is giving great information that helps them get results or gives them new insights.

So yes you sell, but you also entertain and inform at the same time. It’s not one or the other.



“I’ll be seen as a spammer”

It all depends on your approach.

If you send valuable and entertaining emails to people, you’ll be seen as a helpful expert, not a spammer.

Personally, I subscribe to many experts in my niche (online marketing) and if asked how often I want them to send me emails with their most valuable information, I’d say “as often as you can”.

Send valuable information and insights and your potential clients will love you.

Of course, send them fluff sales letters and they will see you as a spammer.



“You’ve got to have a huge list”

This is one of the most pernicious myths. “The money’s in the list” you’ll hear. But it’s only half the story.

If it were all just about having a huge list you could simply go out and buy one and start raking in a fortune, but it doesn’t work that way.

You’ve got to have the right people on your email list. Ideally, targeted clients who want and need what you have to offer, and people who’ve opted in to hear from you: not a “dead” list of bought names and emails.

In addition, you need the right relationship with that list. They don’t like you, trust you or think you know what you’re doing – they won’t buy from you, but if you’ve got the right people on your list, and you have the right relationship with them, then even a small list can build a big business.



“I don’t have the time for email marketing”


You have time to go out networking, attending conferences, tweeting, answering questions on Linkedin, and you don’t have the time to use the most effective marketing tool on the planet?

You can afford to spend a fortune on your website and getting traffic to it – yet you still don’t have a way for people to sign up for regular emails from you?

Get started today for just $1

Create profitable customer relationships for your business! AWeber‘s email marketing tools like professional email signup forms & autoresponder services make it easy for you to build your email list and stay in touch with prospects.

Find out why over 120,000+ businesses trust our email marketing software to deliver the best results for any size email marketing campaign.


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