Many beliefs that email marketers hold true regarding email are simply false, according to research and analysis conducted by my email marketing agency, Alchemy Worx. We analyzed data sourced from our work with customers and industry figures to arrive at our conclusions.
Here are seven such email myths, which are also presented in an infographic at the end of this article.
Myth 1. Consumers are drowning in emails from trusted brands
Figures from Alchemy Worx and the Direct Marketing Association's Email Tracking Report show that around 40% of consumers who receive brand emails are getting no more than three per day, on average, and almost two-thirds (63%) receive no more than six. Research from Merkle also suggests that three-quarters (74%) of consumers prefer to receive commercial communications via email, which means that consumers prefer emails from brands over contact via any other channel
Myth 2. There is a best time to send emails, and it is 3 PM on Thursday
This myth assumes that consumers simply are waiting for a brand to email them, and that consumers act immediately on every email they receive. Data from Alchemy Worx shows that while 76% of email opens happen in the first two days, four out of five purchases (79%) take place after that two-day period. One-third (32%) of purchases take place more than two weeks after the consumer receives an offer email.
Myth 3. You should stop sending emails to inactive users after six months
According to figures from Alchemy Worx, 20% of a brand's annual unique opens are from people who have been inactive for the first six months of the year. So, by not sending emails to users who are deemed inactive for just a year, brands are potentially missing out on one-fifth of their annual opens.