The hard truth: Some of the advice you read on marketing is incorrect.
Although not always intentionally deceptive, you often absorb content written by:
- Marketers without much experience: people who have marketed a single product and who have a limited (or biased) view of a channel.
- Non-practitioners: people who have never conducted experiments, but who transmit marketing information (sometimes obsolete) that they have read online.
After conducting thousands of experiments for brands like Microsoft, Segment, and Perfect Keto, here are 10 Important Lies We Realized You Have Been Told About About Marketing (About Email Marketing, Ads and Marketing references).
1. “Send a welcome email immediately after signing up. “
It’s best to avoid sending emails right after people have signed up to your site. We’re used to receiving generic, unimportant welcome emails every time we sign up for anything online. So most people will reflexively reject your welcome email as spam.
Instead, try delaying your welcome email 15 to 45 minutes.
The delay removes the subscriber’s mental connection between registration and your email, bypassing the ignore reflex.
As a result, you’ll likely get more openings and more engagement.
2. “Only showcase your best product reviews.”
For context, reviews are a big deal:
- 93% of consumers say product reviews have an impact on purchasing decisions.
- Social proof of having over 50 product reviews increases conversion. Buyers trust their peers more than brands.
But imperfect reviews can generate more sales than five-star reviews. How? ‘Or’ What?
When a partially negative review weighs your downsides against your pros and concludes that the product was worth buying anyway, it feels genuine and honest.
In contrast, flawless five-star review streaks fail to signal authenticity. Psychologically, they are less likely to become positive social proof.
Here is what you can do:
- Make sure your post-purchase email feed contains a review request. The more opinions you have, the better.
- Don’t bury mildly negative reviews. If someone leaves a four-star review and offers a fair (and insignificant) review, feature it at the top of your product page.
3. “You have to send a newsletter every week. “
Most newsletters shouldn’t be sent out every week. This goes against what most entrepreneurs in the creative economy suggest.
But high speeds force newsletter editors to rush in and publish inferior information to meet self-imposed deadlines.
Instead, consider sending only when you have real value to add. At a minimum, consider setting a more reasonable cadence, like once or twice a month, so you have enough time and content to consistently hit a high-quality bar.