THE TALE OF THE EMAIL FALLACY



Once upon a time, in a place far from here, lived a beautiful Email.  This Email (or E-Mail) was beautiful, friendly, and essentially harmless.  Sending messages all around the World, the Email began to grow greedy, selfish, and a bit shady.  Soon, the Email began to hang around the wrong crowd - THE MARKETING CROWD!  

Those clever, creative minds convinced the Email that it could be more.  More than just a message. More than the exchange of a document.  A tool for Marketing and Advertising professionals far and wide.  A Marketing Email is still just an Email.  And so...the Fallacy of the Email is born.
A "fallacy" is a deceptive, misleading, or false notion, belief or misleading or unsound argument.  The day that Marketing and Advertising met the beautiful Email was a monumental day for business.  Not so much for the Email.  Think about how many times a day you have to delete an Email that was Ad or Marketing based?  Quite a bit, right?  But it's not the Email's fault, I promise you...

DAY OF THE WEEK

There is a good and bad time for everything, Email included.  It's one thing to send a handful of Email's out, but when doing an Email Campaign or Broadcast, you MUST know the ideal time for "Opens" and "Clicks." Say what you want, but the BEST day for Email Campaigns is Tuesday, followed by Thursday.  Planning an Email Campaign on the Weekend isn't smart.  Unless there is a reason for sending an E-Broadcast on a Sunday, don't do it.  Believe it or not, people like to unplug from time to time, let's allow it.  Ashley Cummings does a good job breaking down how short of an attention span the average person has these days in a Blog from last Fall on Campaign Monitor.  Combined with the abundance of exposure to Marketing/Advertising in general on a daily basis, Email Marketing is a slippery slope...be careful.
THE MORE THE BETTER

False.  It's not smart to send out an Email Campaign with over 500,000 records (Emails) being sent.  The server (@yahoo.com, @gmail.com, etc.) will eventually Red Flag (Spam) the emails when it recognizes the amount coming in and the frequency.  Game over.  Sure, you can be clever and rotate the server you are sending the Email Campaign from to avoid being Red Flagged, but what real truth will you see in the results from the campaign?  The Broadcast or Email Campaign could have been successful, but seeing the report (opens, clicks, unsubscribed, etc.) may make you think otherwise when sending more than 500,000.      

Earlier this year, I wrote a Blog titled Let Me Paint You An Email.  I discussed the ins and outs of Email, what we can control and what is out of our hands.  This is in our hands.  Be smart and always remember - quality over quantity.  



YOU CAN LEAD A HORSE TO WATER...

 At some point in time along the way, someone said an Email can do the selling for you.  Wrong.  Will you have some instances (promotions, etc.) in which a purchase or sale can take place right from the Email you had sent? Absolutely.  But for the majority of Email Campaigns or any Email Marketing strategy, the Email is the wingman, the ice-breaker, the fluffer if you will.  Sometimes consumers or buyers (your audience) needs to be warmed up a little bit, but DO NOT expect the Email to close the deal - THAT'S YOUR PART. You can send out as many flyers and posters as you want if you plan on having a party, but you still have to throw one kick-ass party for it to be a success.  Email Marketing is no different.



BRANDING TOOL

Marla Tabaka sums up Email very well in a Blog she wrote about a year ago - The Most Ignored Branding Tool On The Planet.  Email is one of the single most used communication tools we use each and every day.  So why not make the most out of it?  Don't just see Email as means of communication and Marketing only, but a powerful tool to build the identity of your Brand.


I agree with Laura Walsh 100% in her 2014 article.  Be consistent with your approach on Email, Company Website, Social Media platforms, Company Blog, etc.  I shouldn't see a different picture, logo, color theme, or image, representing your Brand when coming across your website, receiving an Email, or checking your Twitter profile.  Be original with the image you portray, making it very transparent as to what your Brand stands for. 



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