7 Email Marketing Myths You Shouldn’t Believe

By Maria Altur June 17, 2020

As in any other field, people sometimes believe some things about email marketing that are not exactly accurate (or even completely false).

How many times have you found out about a promotion thanks to a newsletter?

How do you get to know your favourite brand’s news?

How do you access special sales before everybody else on your favourite online store?

You see, checking the newsletters in our inbox has become part of our routine.

We receive information about our favourite brands, if they’re having a sale, a new collection, if they’re hosting an event… and those are things we like to know, that’s why we gave the companies permission to send us their newsletters!

Email marketing has become a very common channel for the companies to communicate with us, and we’re already used to it.

Nowadays it’s difficult to find an enterprise that doesn’t have an email marketing software to send newsletters.

As it is this popular, everybody seems to have an opinion about it, and because of this many affirmations that can lead to misunderstandings have appeared.

This is why in this post we’ll analyze the 7 greatest myths of email marketing trying to explain from our experience whether they are true or not.

Which are email marketing myths?

1. Email marketing is obsolete and out of style

Think about it; every time we go into a webpage, a pop up asking us to subscribe to their newsletter appears.

If not, or if we decide to decline their offer, we’ll see that there’s a tab in some part of the website just in case we change our mind and decide to subscribe.

This proves that email marketing is something that still prevails nowadays.

Why would companies ask us to subscribe to their newsletters again and again if it was obsolete?

The number of enterprises that use email marketing software’s proves that email marketing is still popular.

They know that a great number of conversions come from this channel; users are actually interested in the campaigns and, thus, read them, being probable that they purchase a product or a service.

They see that subscribers turn easily into clients, and none of them will waste this opportunity!

2. Email marketing is spam

This is probably the one that bothers us marketers the most; when people mix up email marketing with spam.

That’s why it’s important to know the difference between them!

What is spam?

Canned ham.

Ok, now seriously, spam actually means unsolicited or bulk emails. It’s basically the sending of mass emails to users that have not given any permission to receive them.

Why do we call it spam, though? Because of a sketch made by Monty Python, the British comedy group.

A couple was having dinner in a restaurant and every dish in the menu had spam, the canned ham. It was impossible to get rid of it.

Years later, Brad Templeton called the junk mail we all receive “spam”, making a reference to Monty Python’s sketch, and that is how the name was born!

So… what is email marketing?

Email marketing is the sending of mass emails to a number of contacts that have actually given you permission to send them your campaigns.

The main difference is there; they have agreed to receive our information, so we shouldn’t be annoying them!

Thanks to our anti-spam filters, junk mails usually arrive directly to our email spam folders, so they don’t bother us.

However, mailing apps own a good email marketing software that allows newsletters to arrive to our inbox.

Time for a recap:

  • If I have never subscribed to their newsletter, it’s spam
  • If I have voluntarily subscribed to their newsletter, giving them permission to send me their campaigns, which will compulsorily include an unsubscribe link so I can unsubscribe whenever I want to, it’s called email marketing.

 3. Email marketing is not effective

Many people say that newsletters do reach the subscriber’s inbox, but that they keep piling up over there and so he ends up deleting them without reading them.

However, many sources state that 60% of the users receive less than 6 emails per day from their trusted brands, and within this 60%, 40% receives less than 3 per day.

Therefore, the statement that people receive way too many emails and that they can’t even read them all is false.

Email marketing is one of the most efficient channels, and this is reflected in the data released by DMA, that shows that email marketing offers the highest conversion rates (66%) compared to other fields of marketing.

Users are receiving valuable information from brands they like, this is why they do open and read the newsletters.

Moreover, mailing has an advantage; it’s an asynchronous channel, so the user can read our message whenever he has the time, he doesn’t need to do it as soon as it arrives to his inbox.

During 2017, Mailify has carried out a study with data from more than 90.000 companies and we’ve observed that more than 50% of the users that open our campaigns keep them opened for more than 10 seconds, which means they’re actually reading them and paying attention to what they say.

4. The best day to send mailing campaigns is Thursday at noon

We’ve heard this countless times but… is this actually true?

Many companies start research works about their users’ routines that would make Sherlock Holmes proud; on Mondays they have too many emails in their inbox from the weekend, they do not check their emails in the afternoon because they’re already at home, people only check their inbox during their working hours…

The truth is this is false and the perfect day and hour to send emails does not exist.

Some users do follow these guidelines but then some like to check their emails a day or two after they’ve received them, or even during the weekend. We can’t generalize.

We have to find the ideal time for our company. Study your users’ behaviour campaign after campaign and find out when do they react better. From that data you’ll be able to see when should you send your newsletters!

5. The more (emails) the better

We may think that if we send plenty of emails we might engage our clients better, because we’re always in their inbox.

This is, again, a false myth, as we must adapt our sending frequency to our newsletter; it’s useless to send a campaign per week if we didn’t work on it enough!

The ideal frequency doesn’t exist; we can send campaigns weekly, twice a month or monthly, but we must think about how much time do we need to create a quality campaign.

If we send only commercial newsletters using a simple template our client will smell our intentions and after two or three campaigns will for sure unsubscribe.

The key is creating nice campaigns that look good and that offer quality content that comes handy for our subs, something useful and enjoyable.

If we have the time to create this type of campaigns, we can send as many as we want.

We should, however, be consistent, and not send 15 campaigns in January and 2 in February.

Having a sending routine is simple; email marketing software’s allow us to program our sending’s!

Keep in mind that not every campaign we’ll create will be for our whole contact list; we may have created 20 in total, but our recipients may have received only the 5 to 7 campaigns that are appropriate for them.

Segment your users so you can send them the best for them! With an email marketing software you can easily do that, segmenting them by their interests, age, gender, location…

6. Subjects that are too long and include capital letters go straight to the spam folder

We’ve been warned that the subject of our email can be the reason we go straight to our sub’s spam folder.

“Short subjects work better than long ones”. This is not true!

It’s true that short subjects are more attractive and easier to read, so our recipient is more likely to read them.

Long subjects require more reading time and can be cut because of its length, but are sometimes needed to convey certain messages.

Nevertheless, the length of our subject is not what will determine if the email goes to spam or not.

Studies show that emails with subjects shorter than 60 characters have a higher opening rate, but emails with longer subjects have a higher click rate.

This is quite logic, as with short subjects the user doesn’t know much about the email and has to open it to get to know.

Longer subjects give more information to the user, but apparently they work better when it comes to clicks.

Another statement that we have accepted without questioning it is that using capital letters in our subjects is wrong because they will be tagged as spam by spam filters, and, actually, there isn’t any study that links the use of capital letters with deliverability.

7. We can’t send the same email more than once

Lastly, we reach the myth that states that we can’t send the same email more than once.

What if we’ve been putting our effort in designing a particular campaign and it has clearly worked wonders.

Why shouldn’t we use it again?

Let’s imagine we own an online clothing store. We’ll probably have sale campaigns more than once a year.

If we find a model that works great for us, we should definitely use it again in our future sales!

It makes no sense to keep struggling to find something that works when we already have something that we know works.

Moreover, there will be plenty of people that didn’t get to read it the last time you sent it, so don’t waste that efficient newsletter! Just filter your data base and make sure to identify the ones that did open it, so you don’t send it to them again.

Over to You!

There you have it, 7 email marketing myths that we hope are not myths anymore.

Not everything we’re told is real, and it’s important to know what we can or can’t do!

Now that we cleared those myths up, you can choose your email marketing software and start creating amazing campaigns following our tips and tricks.

You better work on those newsletters, because we assure they will be opened and read!

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Maria Altur

Maria Altur is the Content Manager at Mailify.com!, an email marketing firm located in Barcelona. Maria is creative, a chocolate lover and a world traveler.

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  1. Airtel Smartbytes says

    I have been trying to get into email marketing but was constantly failing, after reading this I hope I’ll do better

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