7 Truths about Email Marketing
- Tamara Bouzo
- Sep 21, 2024
- 3 min read
Updated: Aug 10, 2025
Send less email – less is often more when it comes to your email marketing program. While it's easy to spam your database with emails, the reputation of your domain will be at risk.
These 7 truths about email marketing will help you convert leads and engage your audiences with a focus on strategy not volume.
Targeted quality content drives leads
Targeting and quality content is crucial in EDM marketing. This ensures that messages resonate with the right audience, boosting engagement and conversions. By addressing specific needs and interests, you're building trust and loyalty that in turn enhances brand reputation. High-quality content to the right audience increases the likelihood of shares and recommendations, expanding reach and providing opportunity to form new customer relationships, retain existing relationships or rekindle old ones.
Building a subscriber base takes time
Patience and persistence are key and there's no way around it. Trust and interest in your content develop gradually, leading to organic growth over time. Building a database of interested parties who are likely to convert or already engage in your service is a slow burn especially as industries are saturated with similar content, services and products. The best approach to building a subscriber base is ensuring your marketing strategy is designed to deliver on realistic goals focused on the targeting specific audiences that align with your brand and values. In other words, quality over quantity.
Benchmarks drive quality content
If you lack data on your subscriber base, start tracking the performance of your email marketing plan. Benchmarks are created over time using regular reporting to refine your strategy through trial and error. Set metrics that align with your business goals and monitor them consistently. This will help you establish benchmarks for the type of email content that drives conversions.
High quality content at a lower frequency results in higher engagement rates
When it comes to email marketing, the quality of your content matters. Our inboxes are saturated with information and offers to 'subscribe'. These circumstances call for scarcity – provide your audience with meaningful content at lower frequency. When you start spamming your database, your risking unsubscribes and your email being sent to junk folders.
Open rates depend on more than a subject line
Email is one part of an integrating marketing program. Integrated marketing program involves showcasing your content and campaigns across a range of channels. This builds validity and credibility when people see your content and brand in more than one place. While an enticing subject line encourages users to open an email, it's also about what they feel when they see an email from your brand and if the content is familiar.
Click through rates increase with relatable content
Although repetitive, the key to increasing click through rates is providing value to your audience. Your email content must align with your audience – don't send for the sake of sending. Click throughs will increase with a positive negotiation. Give your subscribers something that they feel is worthy of a click.
Data and domain hygiene matter
Don't waste your time sending to databases with low quality data and black listing your domains. If your database is not up to date or contains a large volume of people who don't match your target audience, your email marketing program will be wasting resources regardless of the quality of your content. Additionally, the quality of your domains are equally as important. Things that can negatively impact the digital reputation of your domain include large volumes of unsubscribes, junk reports and users blocking your domain.
Follow these 7 marketing truths to optimise your email marketing program. Contact Found Atlantis Design for more a customised email marketing plan.
