Back to all Blogs

4 Email Marketing Myths

Published 17 Jun 2021 by Ellice Eadie, CANDDi
Read this in about 2 minutes

When you think of digital marketing, an email campaign is usually the first thing that springs to mind.

Not only are they a fantastic way to generate leads and drive traffic to your website, but they also present an opportunity for CANDDi to identify your website visitors and track their journey across your website.

After all, one of the key parts of effective email marketing is the ability to map your customer journey and then leverage this information to guide the customer at every touchpoint.

But how do you know if you're taking the right steps?

Below are some of the most common myths we hear about email marketing and the truth behind the claim:

4 Email Marketing Myths

Email marketing is dead

Incorrect. Think about the emails you receive on a daily basis, how many of them actually guide you to making some sort of purchasing decision? More than you think.

Email marketing done well is one of the most effective marketing channels, not all emails are spam.

Spam is the sending of unsolicited emails that aren’t relevant and are unwanted by the recipient.

The key to avoid this is to ensure you’re only sending communication to appropriate recipients, at an appropriate frequency, with an appropriate subject matter.

Organically grown lists will always outperform purchased data however both can work when done well.

The subject line is the most important part

Well this is half true, but it’s not the sole most important part of any email marketing campaign. There are a multitude of variables that can influence the success or failure of your emails.

However, the subject line can sometimes have a domino effect on the rest of the email. In either a positive or negative way.

For example, if your recipients are intrigued by your subject line, they’ll read on. If they like the opening line, they’ll read one, if there’s a call to action that’s strong enough, they’ll take it. You know how it goes.

But similarly, if you don’t catch them from the offset, your readers won’t progress.

So with this in mind, when it comes to crafting your copy, there are a couple of important things to consider; subject line, personalisation, incentivisation, calls to action, landing pages and frequency of communication.

No-one pays attention to email marketing

In recent years, email marketing has hit an all time high in terms of emails sent. Why? Because both the business and consumer community have become more tech savvy.

As a result, it’s becoming more important now to be tactical (and intelligent) with your email marketing.

One-to-one email clients such as Gmail and Outlook have added new features such as “Promotion/ Social” and “Clutter” folders in order to filter above and beyond the typical Junk Folder.

Luckily for you, CANDDi also has a 1-1 email plugin that will help you leverage your email marketing, as you’ll know exactly who’s opened your emails, clicked any links within them and monitor their journey across your site.

Buying data is frowned upon

The purchase of marketing list data through a reputable source is 100% legal.

There are subtleties between the purchase of B2B and B2C data however a good list supplier should always guide you through the process.

Ensure your list supplier is registered with the Direct Marketing Association (DMA) and if in doubt we have a resident list data expert at CANDDi that would be happy to point you in the right direction.

Be careful as not all list data is the same, going for the cheapest isn’t always the smartest move.

Think about it, you wouldn’t cook with Remy Martin Louis XIII Cognac, in the same you wouldn’t offer your father-in-law Asda’s own cooking Brandy.

The bottom line is to ensure you source legal and ethical data. This is easy to check and could save significant ICO fines or reputational damage.

Back to all Blogs