Like the real estate industry, the marketing world is always changing. And honestly, who has time to keep up with all the details? 

As someone who is passionate about marketing and email, I love diving into podcasts, articles and updates on the subject. Today, I’m exposing seven email marketing myths to help you build a loyal and engaged list. 

Myth 1: Split Tests are a Waste of Time

Some marketers believe that skipping split tests on email subject lines saves time and effort. They think that using a single subject line for all emails simplifies the process and streamlines their workflow. However, we need to be split testing to see what works to optimize our email marketing for better engagement and results.

To conduct an effective split test, divide your email list in half and test two subject lines that are wildly different rather than minor tweaks. Send one email with the first subject line to half of your list and another email with the second subject line to the other half. This method guarantees reliable data on which subject line resonates better with your audience.

I have found that incorporating numbers in my subject lines has been very effective in engaging my audience. For example: 

This shows the reader that I have a clear strategy behind each article, resulting in a higher open rate.

Also, consider sending follow-up emails to those who haven’t opened the initial email after 24 hours. Use a different subject line to gauge the impact on open and click-through rates. While you might be concerned about unsubscribes, implementing this strategy, as suggested by Marley Presswood on a recent episode of the Walk Thru, can significantly improve engagement and is worth incorporating.

Myth 2: Send Emails Sporadically

Instead of randomly sending your emails out every week at various times, continually refine and track what is working. I send emails to my agent list every Monday and to my consumer list on Fridays. Through tracking, I’ve determined that the best time to send emails to my agent list is Mondays around 1:00 pm, while for the consumer list, it’s Fridays around 12:00 pm.

To track this, categorize your data according to email type, such as announcements and newsletters. Then, systematically monitor the open, click-through, and conversion rates for each category across different days and times. This approach allows for a comprehensive understanding of the best send times. Older audiences, like baby boomers, typically engage with emails earlier in the day, while younger demographics, such as Gen Z, tend to skim their inboxes in the afternoons and evenings.

Myth 3: Unsubscribes Are a Bad Thing

Many marketers think of unsubscribes as a failure, but the truth is unsubscribes are not a bad thing. A higher unsubscribe rate can indicate improved email marketing performance. When someone chooses to unsubscribe from your email list, it often means that your email successfully caught their attention instead of being overlooked.

Myth 4: Buying Contacts is a Quick Way to Boost Your List

Building an email list from scratch may seem overwhelming, but you need to avoid purchasing contact lists from third parties. Not only is this illegal, but it also doesn’t work. People who haven’t opted in to your list and are unfamiliar with your brand are unlikely to engage with your content. Adding them to your database is not only a waste of time but also a waste of money. 

Myth 5: Never Delete a Contact

Although it’s satisfying to see a large number of email subscribers every time you log into your email marketing database, make sure to scrub your email list from time to time. 

When your email campaigns consistently generate low open rates, there’s an increased risk of them being marked as spam. It’s essential to periodically review your contact list and remove contacts who never engage with your emails. Maintaining a clean list ensures that your emails are being sent to those who are genuinely interested, which will improve your open rates. It’s better to have a smaller list of engaged subscribers than a larger list with a significant portion who never interact with your content.

Myth 6: Long Emails Engage Readers

As someone who loves details, it took me a while to accept this truth: emails should be short, regardless of how much you have to say. If your message is long, turn it into a blog post. Then, use your email as a teaser with a click-through to the full content.

Myth 7: Save the Best for Last

Just as your emails should be short, they should also prioritize leading with the most valuable and actionable information. Emails need to quickly capture readers’ attention. If you bury the valuable or actionable content at the bottom or within dense text, subscribers are likely to stop reading. 

Have you fallen prey to any of these myths? Test out some different strategies this week and track the results!