5 Email Marketing Myths Debunked
There are misconceptions about every industry, and within retail, there are plenty about email marketing. But if we're going to make any kind of progression in the industry, it's important to debunk these mistaken beliefs. Below are my deconstructions of the five most common myths surrounding email marketing today:
Myth No. 1: Segmentation is easier than one-to-one marketing. Most retailers think their segmentation strategy must come first and take a "walk before run" approach to their email program. This is based on the myth that segmentation is easier than a one-to-one approach. It just feels intuitively right that it's easier to manage five versions of a message than a million. In reality, it's wrong.
The reason is that five versions tend to be executed manually, while 1 million is so clearly impossible to manage manually that it must be automated — and being automated is a lot less work than manual! The technology to automate at this scale is now available, both from email service providers that can take in dynamic content, as well as from analytics systems that can determine the best message at the individual level.
Myth No. 2: I need more data. Retail marketers tend to think they need more information about customers before they can do anything — demographic info, Facebook profiles, preference center profiles, etc. This is false. Retailers already have a wealth of data on their customers if they just look at the digital "breadcrumbs" they leave behind. Those breadcrumbs (not to be confused with cookies) may include recent transactions (online and offline), email logs and other online interactions that help decipher a shopper's individual behaviors, style and price points. Sure, more data is better, but there's already huge untapped potential from the data you already have. You don't need to wait to get started.