Email myths? Throw them out!

Beware these marketing myths!

It seems that everyone has advice for organizations and businesses looking to turn their email contact lists into revenue-driving, engagement-boosting workhorses. However, not all of these Internet marketing suggestions should be followed – or even believed. 

In a recent article for the Nashville Ledger, Lori Turner-Wilson of Guerilla Marketing identified a number of digital marketing myths to help businesses avoid making bad decisions and boost their email marketing list success.

  1. Older doesn't mean less tech-savvy.  While millennials have been characterized as the individuals who understand new digital channels while Baby Boomers aren't as up to speed, this is not always true. According to Turner-Wilson, the average age of active social media users is over 40. For email marketers, this should be the green light for adding social buttons to their communications.
  2. Be targeted. Generating high rates of opens, clickthroughs and other traffic is, of course, a goal of marketers. However, these numbers don't always tell the whole story. All traffic, Turner-Wilson pointed out, is not good traffic. Some of it is just a waste of time and money, ultimately slowing down progress.
  3. Mobile, mobile, mobile. Whether businesses want to accept it or not, smartphones are increasingly being treated like miniature computers, allowing current and potential consumers to look up directions, find contact information and check out products. If organizations' emails aren't optimized for their eyes and mobile screens, a large opportunity could be missed.

One of the biggest myths, however, may also be one of the most hyped business strategies in recent year.

Big data equals big success?            
The term "big data" refers to the use of large swaths of customer information to identify useable insights and trends. Sounds perfect for email marketing, right?

In a recent article for ClickZ, Stephanie Miller explained that big data does not mean "big marketing."

"Often the most effective uses of big data are not bigger marketing, but leaner, more efficient marketing," Miller wrote. "The biggest challenge now is to wrestle big data down into actionable insights. Understanding the full experience means managing data from many sources, in many formats …  and often in real time."

For email marketers and organizations, this may mean wrestling a bit with current strategies to excise the fat and find a way to send out messages that are highly tailored toward customers, rather than industry myths.

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