Email Myths and Misconceptions - Part Three
What does the new Chips Ahoy marketing director do on her first day on the job?
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Over the last two months, I have written about email Myths and Tips. Part One - myths one to six - focused on using email campaigns, Part Two - myths seven to eleven - looked at deliverability.
Part Three, today - myths twelve to fifteen - is about maintaining good email campaign health.
If you didn’t engage in squirrel chasing last month, I will put this fun little list back here. Enjoy “50 Well-Known "Facts" That Are Actually Just Common Myths”, set to open in a new tab, of course. I don’t want y’all leaving my post yet…
Number “28 Lightning never strikes twice.”
I can say firsthand that this is not true. Well, I can’t attest to the location part of this, but a family member of mine has lived to tell the tale of being hit by lightning three times -which explains a few things about him…
Myth Twelve: Not Paying Attention to Analytics
Misconception:
Sending emails is enough; tracking metrics isn't necessary.
Reality:
Analyzing key metrics like open rates, click-through rates, and conversion rates is crucial for understanding the success of your campaigns and making data-driven improvements.
Tip:
I also use my analytics to see where my unsubscribes come from. Since I do some sponsored posts, I can also use these analytics to market my spots. You may not be thinking about having your post sponsored, but you never know who may want to co-brand with you down the road - once you get good at getting your musings out.
Myth Thirteen: You Have Time And Resources To Manually Export Backups
Misconception:
You can use exports to back up our Mailchimp data.
Reality:
Exports may pose challenges due to their substantial size, complexity in organization, and the difficulty associated with restoring them. Additionally, maintaining an up-to-date backup requires disciplined manual efforts.
Rewind Solution:
Each day, Rewind’s automated backups will provide swift recovery from data issues, enabling your business to maintain seamless operations without requiring regular manual intervention.
Myth Fourteen: Misjudging Email Deliverability
Misconception:
Once an email is sent, the job is done.
Reality:
Ensuring good deliverability is an ongoing process. Regularly clean your email list, use double opt-ins, and follow best practices to avoid being marked as spam.
Tip:
I mentioned this in the previous article, but here I go again. Cleaning up your lists helps avoid placeholder (personalization tools for dropping in warm fuzzies like names) mishaps.
Myth Fifteen: Overlooking Segmentation
Misconception:
Segmenting email lists is time-consuming and unnecessary.
Reality:
Segmenting your audience based on various factors such as demographics, behaviour, and interests allows you to send more targeted and relevant content, leading to higher engagement.
Tip:
I have a few segments that work well for targeting my message. You could segment your lists by your services (personal tax vs corporate tax clients, for example) and by new vs long-time clients. I mentioned last time that email campaigns are terrific for onboarding new clients and employees, so those would also be segmented lists.
Myth Sixteen: Ignoring Mobile Users
Misconception:
Most people check emails on desktop, so mobile optimization isn't crucial.
Reality:
A significant portion of users check emails on mobile devices, myself included. It's essential to optimize your emails for various screen sizes to ensure a positive user experience.
Hypocrite admission:
Two pages on my website we recently worked on were a hot mess on mobile for a wee bit! I love them on desktop and tablet, but we are being dogged about mobile optimization. Though we are almost there on mobile optimization, it’s been a big build to fix them!
I hope the last few posts about Email Myths And Tips have been helpful.
I have had pretty darn good success with my email marketing, and I hope to convince you to start writing to your audience, delivering them more successfully, and cleaning up your campaigns.
Along with realizing that just like backing up QBO using Rewind, you need to back up your Mailchimp data with Rewind (for free right now!).
Data location redundancy is not something to take lightly since our cloud-hosted apps back up aggregated user data, not individual account data.
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