One of the best White Papers we’ve come across in a long time is the Guru’s Guide to Email Marketing Success from Lyris|HQ. It’s packed with excellent information and is well-worth downloading.

Lyris mentions that there there are a number of email marketing myths that are simply not true. Here are the top three email myths and why you can ignore them.

Myth #1 — Never Use The Word “Free”: Contrary to what has been reported in the past, the word “free” wil not cause any of the major spam filters to reject your email. According to Lyris, when used correctly, the word “free” can provide a powerful boost to your results.

Myth #2 — Don’t Send Emails on Weekends: In general, distributing your business emails on Tuesday, Wednesday or Thursday is a good rule of thumb. (Interestingly, in an online poll of the 60 Second Marketer community, our readers prefer to receive the 60 Second eNewsletter on Fridays.) All that said, if your company’s offering is particularly relevant to your subscriber’s weekend lives, consider testing different distribution times on Saturday and Sunday.

Myth #3 — You Can Improve Your Results by Growing Your List: Increasing the size of your list is often a good thing, but a quality list of active, interested and motivated subscribers/customers is really the end game on which you should focus. Consider taking steps to clean out the dead wood in your list. At a minimum, you should reduce the energy you spend on your inactive members.

There’s a great deal of information in the Lyris White Paper and we’ll be providing 60 Second Sound Bites of it in the future, but if you’d like the whole ball of wax, be sure to download it by clicking the link.

Tuesday, June 9th, 2009, 6:00 am   |   Email marketing  |  RSS feed |  Respond  |  Trackback