Welcome!

News Feed Item

Busted, Plausible or Confirmed: Campaigner® Investigates Common Email Marketing Myths

Campaigner®, the email marketing brand of j2 Global, Inc. (NASDAQGS: JCOM), today revealed the results of an exploration into the validity of commonly held email marketing myths. All too often, marketers fall victim to these myths, leading to ineffective campaigns and sub-optimal results. Campaigner’s experts in the field have identified, analyzed and labeled common myths as “busted, plausible, or confirmed,” and are pulling back the curtain to unveil the truth behind industry “best practices.”

“Email marketing continues to be one of the most effective tools that marketers can utilize to drive traffic and increase sales, but there are many myths around executing a successful campaign,” said EJ McGowan, General Manager, Campaigner. “Campaigner prides itself in providing effective tools for marketers to run successful campaigns and drive revenue. Our mission is also to provide valuable insight, such as investigating common email marketing myths and the continued development of true best practices.”

Campaigner Email Marketing Myth Verification: Busted, Plausible or Confirmed

After extensive review, Campaigner’s research team has selected five common myths in email marketing to investigate. The group compiled and examined data and industry trends to determine whether or not these myths have truth behind them:

Myth #1: Email Marketing is Dead

This particular myth has been in play for the last decade, and the Campaigner team took a deeper dive into the notion that “email marketing is dead.” This myth has resulted in many marketers executing email campaigns on autopilot, using the “spray-and-pray” method, negating the need for quality content and personalization. After testing this, it was abundantly clear that email marketing is thriving! The proof is in the numbers – data from Global Industry Analysts, Inc. predicts that the global market for email marketing will reach $15.7 billion by 2017. Companies are also investing in email marketing campaigns because they deliver exceptional ROI, second only to Pay-Per-Click (PPC) advertising.
Status: Busted
Myth Busting Tip: Shun the notion of email being a “must do.” Instead, make it a revenue driven component of your marketing program with key performance indicators that quantify its effect on the bottom line.

Myth #2: Only Send Emails During a Prescribed Day or Time

According to aggregate data, the most likely times for customers to open emails are 10 a.m. on Tuesdays and 3 p.m. on Thursdays. In this sense, the practice technically holds true and will deliver results, even if they are marginal. For optimal results, marketers need to study their individual lists and campaign analytics (email marketing big data). Specific customer feedback and interactions should drive email timing, not general industry data. The Campaigner experts recommend that marketers do their homework and utilize available tools to better communicate with their target audiences.
Status: Plausible, but be wary
Myth Busting Tip: Use Email Service Provider (ESP) analytics to determine optimal timing and preference for a specific audience, which may be different from those of the broader industry.

Myth #3: Email Frequency Should be the Same for All Customers

This myth may have evolved out of frustration, as most marketers struggle with the issue of how much is too much (or too little)? It is imperative to get this right in order to maximize revenue and minimize attrition (unsubscribe) rates. The key is in knowing individual industry preferences and understanding the data by utilizing automation, segmentation and A/B split testing to determine what resonates best with particular contacts. The Campaigner experts agree: If a business sends well-targeted and tested messages, customers will want more frequent correspondence.
Status: Plausible, but take caution
Myth Busting Tip: Allow customers to guide email communication frequency by analyzing their actions. Reach out more frequently to those with high interaction rates and give the others some space.

Myth #4: Avoid “Spam” Folder Trigger Words

These days, Internet Service Providers (ISPs) are changing the way email is delivered. Emails containing words like “dollar,” “free,” or even “$$$” no longer go straight to junk mail if they are coming from trusted and reputable ESPs. The myth of spam words dictating the fate of an email doesn’t hold; instead, it’s more dependent on interaction rates. Do customers open the email? If so, do they interact in a positive way (opening, clicking on links) or do they unsubscribe or mark as spam? According to the CAN-SPAM Act, if you send relevant information, your ISP is more likely to allow you to freely communicate with subscribers as long as they continue to show interest.
Status: Busted
Myth Busting Tip: Don’t be afraid to take risks (the phrase “spam words” may eventually become extinct). Test, test, and re-test to see what works best.

Myth #5: Let Loyalty Reign Supreme

The idea of loyalty is often debated among marketers, and this myth is one the Campaigner experts felt strongly about. Many make the mistake of treating customers and lists like numbers rather than people, focusing on quantity rather than quality, and sacrificing the value of the repeat customer. However, evidence that customer loyalty drives revenue is clear, as repeat customers spend an average of 67 percent more than first time buyers. Properly configured data analytics can help marketers identify loyal customers and provide insight into their preferences, allowing for more targeted messages and increased sales.
Status: Confirmed
Myth Busting Tip: Treat your customers like people, not numbers. Send tailored messages that adhere to specific preferences and consider implementing a loyalty program.

Email continues to rule as one of the most effective communication tools for marketers to reach target audiences, engage with new prospects and encourage repeat purchases. Marketers must not be swayed by common misconceptions in the market. The truth is out there, and the experts of the Campaigner myth-busting team are on a mission to expose it, encouraging marketers everywhere to look at their data and build new best practices.

An infographic of Campaigner email marketing myths can be found at http://www.campaigner.com/solutions/infographics/pdf/email-myths-infographic.pdf .

#CampaignerEmail , #TopEmailMyths , #MyEmailMythBust , #EmailExperts, #MktgMythLabs, #MktgMythsBusted, #MktgTruth

Twitter: @CampaignerEmail
Facebook: CampaignerEmail.com
Google+: Campaigner Email Marketing
Instagram: Campaigneremail
Pinterest: Campaigner.com

Tweet this: “Top 5 #EmailMktgMyths investigated by @CampaignerEmail experts: find out which are #confirmed #busted or #plausible: http://ow.ly/v8zzl

About Campaigner®

Campaigner sales and marketing enables small, medium and large businesses to strengthen customer relationships and drive sales by connecting with their customers quickly, simply and affordably. Features include professional email campaign creation, multiple ways to grow and manage lists, integration with CRM and the utilization of campaign metrics and reports to increase results. Campaigner is a brand and registered trademark of j2 Global Canada, Inc., an affiliate of j2 Global, Inc. (NASDAQGS:JCOM). Learn more and visit Campaigner at http://www.campaigner.com.

About j2 Global®

j2 Global®, Inc. (NASDAQ: JCOM) and its affiliates provide Internet services through their two divisions: Business Cloud Services and Digital Media. The Business Cloud Services Division offers Internet fax, virtual phone, hosted email, email marketing, online backup, unified communications, and CRM solutions. It markets its services principally under the brand names eFax®, eVoice®, FuseMail®, Campaigner®, KeepItSafe®, and Onebox® and operates a messaging network spanning 49 countries on six continents. The Digital Media Division, consists of Ziff Davis, Inc., which offers technology, gaming and lifestyle content through its digital properties, which include PCMag.com, IGN.com, AskMen.com, Toolbox.com and others. Ziff Davis also operates NetShelter Powered by BuyerBase®, an advanced digital and ad targeting platform, and Ziff Davis B2B, a leading provider of research to enterprise buyers and leads to IT vendors. As of December 31, 2013, j2 Global had achieved 18 consecutive fiscal years of revenue growth. For more information about j2 Global, please visit http://www.j2global.com.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
In this presentation, you will learn first hand what works and what doesn't while architecting and deploying OpenStack. Some of the topics will include:- best practices for creating repeatable deployments of OpenStack- multi-site considerations- how to customize OpenStack to integrate with your existing systems and security best practices.
DXWorldEXPO LLC announced today that Kevin Jackson joined the faculty of CloudEXPO's "10-Year Anniversary Event" which will take place on November 11-13, 2018 in New York City. Kevin L. Jackson is a globally recognized cloud computing expert and Founder/Author of the award winning "Cloud Musings" blog. Mr. Jackson has also been recognized as a "Top 100 Cybersecurity Influencer and Brand" by Onalytica (2015), a Huffington Post "Top 100 Cloud Computing Experts on Twitter" (2013) and a "Top 50 C...
The now mainstream platform changes stemming from the first Internet boom brought many changes but didn’t really change the basic relationship between servers and the applications running on them. In fact, that was sort of the point. In his session at 18th Cloud Expo, Gordon Haff, senior cloud strategy marketing and evangelism manager at Red Hat, will discuss how today’s workloads require a new model and a new platform for development and execution. The platform must handle a wide range of rec...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science" is responsible for guiding the technology strategy within Hitachi Vantara for IoT and Analytics. Bill brings a balanced business-technology approach that focuses on business outcomes to drive data, analytics and technology decisions that underpin an organization's digital transformation strategy.
DXWorldEXPO LLC, the producer of the world's most influential technology conferences and trade shows has announced the 22nd International CloudEXPO | DXWorldEXPO "Early Bird Registration" is now open. Register for Full Conference "Gold Pass" ▸ Here (Expo Hall ▸ Here)
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busine...
Enterprises are universally struggling to understand where the new tools and methodologies of DevOps fit into their organizations, and are universally making the same mistakes. These mistakes are not unavoidable, and in fact, avoiding them gifts an organization with sustained competitive advantage, just like it did for Japanese Manufacturing Post WWII.
The revocation of Safe Harbor has radically affected data sovereignty strategy in the cloud. In his session at 17th Cloud Expo, Jeff Miller, Product Management at Cavirin Systems, discussed how to assess these changes across your own cloud strategy, and how you can mitigate risks previously covered under the agreement.
CloudEXPO New York 2018, colocated with DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform and how we integrate our thinking to solve complicated problems. In his session at 19th Cloud Expo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and sh...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes how...
As Enterprise business moves from Monoliths to Microservices, adoption and successful implementations of Microservices become more evident. The goal of Microservices is to improve software delivery speed and increase system safety as scale increases. Documenting hurdles and problems for the use of Microservices will help consultants, architects and specialists to avoid repeating the same mistakes and learn how and when to use (or not use) Microservices at the enterprise level. The circumstance w...