Do You Still Believe These Three Urban Myths of Email Marketing?

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Do You Still Believe These Three Urban Myths of Email Marketing?

The solo traveler reclaims awareness, finding himself submersed in an ice-filled resort bathtub with one of his kidneys missing …

A baby alligator is flushed down the toilet, just to endure and also expand to significant size deep in the drains of New York City …

After picking up a hitchhiker on a deserted road, the driver counts on discover her traveler has strangely disappeared from the back seat of a relocating automobile …

Those stories are timeless, familiar examples of urban myths. The information might differ, yet the surprising spins and chilling end results ensure that these stories are handed down from generation to generation.

The frightening point? Many people think these urban legends are in fact real!


Then again, some of the important things our team believe about e-mail advertising are no less frightening. With a channel as fully grown as e-mail, there’s been a lot of time for “conventional wisdom” to be passed down throughout the years– which is wonderful for young specialists learning the ropes, but it can also result in outdated ideas and also straight-out false information.

Right here are simply 3 of the many “urban myths of e-mail” I’ve listened to– in addition to the actual tale. If any of these myths have held in your email program, currently is the moment to set the document straight.

Myth No. 1: If your e-mail content consists of spammy words, your messages will be flagged as spam and never reach the inbox.

The truth is … For years, brand names have stayed clear of so-called “spammy” words as well as expressions (such as “complimentary,” “clearance,” “visit this site,” as well as “act now”) since conventional wisdom says these words are most likely to cause spam filters as well as trigger your deliverability to suffer.

That may have been true in the past, yet this outdated belief doesn’t relate to contemporary advertising and marketing emails.

Today’s spam filters count heavily on sender credibility and also subscriber interaction. The real material of the email plays a fairly small role in filtering system choices– since content-based spam filters return too many false positives– and they can be conveniently warded off by smart spammers.

So go ahead as well as promote your cost-free delivery and clearance merchandise: There’s long shot it will certainly affect e-mail deliverability. To check whether your content is triggering spam filters, utilize

a tool like Inbox Preview that will certainly flag any type of concerns around search phrases, URLs, or HTML in your content.

Although excellent sender track record and also positive customer engagement will certainly bypass most content-based filters, web content does play a role within the inbox. If your real-live subscribers believe your web content appears spammy, they’re most likely to send your e-mail to the scrap folder– and that action will cause inbox placement issues gradually.

Misconception No. 2: Your email service provider (ESP) is responsible for identifying and dealing with any kind of deliverability problems.

The truth is … As a sender, you are absolutely responsible for your e-mail deliverability and also reputation, including any kind of issues you might be experiencing. The elements that influence deliverability– things like listing health, sending out methods, spam grievances, as well as client engagement– are all completely within your control. Your ESP offers a tool to assist develop and also send out emails, in addition to analyze your outcomes, yet it isn’t responsible for handling your email program. Only you can do that.

Certain, there could be separated instances where your ESP shares responsibility for deliverability problems– for instance, if the infrastructure isn’t arrangement appropriately, or if your e-mails are appointed to a common IP address with poor distribution. But those circumstances are the exception as opposed to the policy. Unless you recognize and attend to the root cause of your deliverability problems, no ESP can get your email to the inbox.

Misconception No. 3: As long as you’re sending out pertinent content to people that have decided in to your e-mail program, your messages are guaranteed to reach the inbox.

The truth is … There’s no challenging the importance of obtaining permission from your clients and also sending them pertinent material. Those 2 elements are the foundation of excellent e-mail advertising, but they’re not the only factors your e-mail gets provided to the inbox.

Authorization to email your subscribers is the very first step, yet you also have to take notice of just how they connect with your messages. The majority of major mail box suppliers now think about client involvement metrics as part of their filtering decisions– such as the number of messages read, responded to, sent, and also removed without being read, as well as spam problems.

By analyzing exactly how individual clients involve with a sender’s email, mail box carriers are able to make more precise decisions as to which e-mails are needed and also which must be diverted to the spam folder.

If interaction is reduced right from the beginning, maybe a sign that you’re not setting correct assumptions at the time of opt-in. Think about carrying out a subscriber-preference facility, as well as offer subscribers info about exactly what to expect from your e-mail program. Or, if you discover that passion appears to be winding down among long time clients, consider executing a winback project to re-engage them with your emails.


Those are simply three of the many “urban legends” that distribute among e-mail marketing professionals. Look Into Urban Myths of Email for more.


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