Email isn’t dead: 4 Email Marketing Myths Debunked
Email often faces scrutiny from life science marketers, with periodic declarations of its demise. Yet a study1 by Ascent2 reaffirms what Bitesize Bio has known for years: email is one of the most effective and executable lead nurturing tools available.
In this article, we debunk some of the common email marketing myths. We hope by the end, you recognize that leads and sales can be generated by a well-executed email strategy that addresses every stage of the qualification and closure process.
Video tutorial: Email marketing myths debunked 📼
If you prefer video content, watch this video from the Life Science Marketing Society to get an overview of the topics covered.
Myth 1: Email is dead
Contrary to the notion that email is becoming obsolete, it’s crucial to recognize its prevalence in the daily lives of individuals. Mobile phones, omnipresent in today’s society, have elevated email to a platform checked as frequently as text messages. providing an effective channel to reach your audience.
Today’s scientists are inundated with content from various channels, meaning attention is the currency that matters most. Email becomes a vital component of the “showing up” strategy—a way to be present in the life of your customer, ensuring that they consider and think about your offerings.
To maximize the impact of email marketing, it’s essential to integrate it seamlessly into a multimedia campaign. Social media, search engines, your website, and content, when combined with email, create a powerful synergy. This comprehensive approach ensures that you’re not just showing up in your audience’s inbox but engaging them across multiple channels.
Myth 2: Email is not a targeted approach
Modern email marketing is no longer about sending mass generic messages to prospects or suspects. Instead, it’s about crafting personalized sequences that show you understand a prospect’s pain. By understanding your audience and tailoring your emails to meet their needs, you can guide them through an educational journey that culminates in a conversation. This blog article outlines a 90 day email sequence template that you can use to automatically nurture contacts who have requested a lead magnet from your website.
| Lead magnet (noun): A valuable incentive offered by a business in exchange for a potential customer’s contact information or other specific details. Lead magnets are typically digital content such as eBooks, whitepapers, webinars, or templates, designed to attract potential customers and encourage them to provide their email addresses or other contact information. The primary goal of a lead magnet is to initiate a relationship with potential customers and nurture them through the sales funnel. |
Myth 3: The aim of email is to generate sales
One common misconception about email is that the sole objective of email campaigns is to generate sales leads. While sales are undeniably crucial, the real goal of effective email marketing lies in the processes of qualifying rather than selling. When you understand this, each email becomes an opportunity to nurture individuals who indicate interest in your brand. Tracking actions–such as opening, clicking, or replying to emails–provide insights into who your audience is, and whether your messages are resonating with them.
Myth 4: We should only target prospects that are ready to buy
Many marketers, in their eagerness to achieve their lead generation goals, assume that everyone on their email list is ready to make a purchase. In his Life Science Marketing Society webinar Qualifying and Closing in 90 Days with Email Marketing, Declan Dunn calls this “The 100% myth of email qualification.”
In reality, email qualification adheres to a 60-30-10 rule:
- 60% are at the top of the funnel, exploring problems and seeking solutions
- 30% are in the middle, learning and seeking direction
- 10% are ready to purchase
Focusing solely on the 10% at the bottom neglects the vast potential of the 90% in the top and middle of the funnel. Email marketing success lies in recognizing and addressing all stages of the funnel through strategic follow-ups. Ignoring the top and middle funnel means missing out on opportunities to nurture prospects and guide them through the decision-making journey.
| 60% | 30% | 10% |
| Top of Funnel | Middle of Funnel | Bottom of Funnel |
| 🧍🧍🧍🧍🧍🧍 | 🧍🧍🧍 | 🧍 |
| Figuring out the problem so that they can find a solution | Actively learning and looking for solutions | Ready to purchase in the next 30 days |
Key takeaways 🥡
Despite periodic speculations about its demise, email remains an indispensable lead-generation tool often overlooked in favor of other marketing practices. Email is deeply ingrained in our daily lives, offering a unique opportunity for consistent prospect engagement. Through the debunking of some common email marketing myths, we hope we have convinced you of its enduring relevance in nurturing prospects through all stages of the marketing funnel.
Need help creating automated email nurturing campaigns? Bitesize Bio are experts in email marketing with over 15 years experience optimizing nurturing campaigns. Contact us today to book a 30-minute call with our team.
Further resources 🧠
Declan Dunn. Qualifying and Closing in 90 Days with Email Marketing. Life Science Marketing Society, 2017.
Zara Puckrin. Free email sequence template: close leads in 90 days. Bitesize Bio, 2024
References 🎓
- Ascend2 and Partners. Email Marketing Strategy. Survey Summary Report. Ascend2, 2016.