7 Email Marketing Myths You Need to Stop Believing

  • Myth #1: The Best Time to Send Email is on Monday or Tuesday
  • Myth #2: Subject Lines has to be UNDER 50 characters
  • Myth #3: You Should NOT Send Emails to “Inactive” Users
  • Myth #4: Emails has to be Beautiful to be Effective
  • Myth #5: More Emails = Annoying Subscribers
  • Myth #6: If You Do Not Get a Response, Wait for Few Days
  • Myth #7: Email is Dead

There are many email marketing myths floating around the industry but many marketers, especially the new ones, still consider them as the best practices. Because email marketing is still new concept, many people are still in the dark about what really works and what does not.

In this post, I will share with you 7 email-marketing myths so that you STOP believing them:

Myth #1: The Best Time to Send Email is on Monday or Tuesday

7 Email Marketing Myths You Need to Stop Believing: The Best Time to Send Email is on Monday or Tuesday
7 Email Marketing Myths You Need to Stop Believing: The Best Time to Send Email is on Monday or Tuesday

“There is actually no best time to send an email,” says Matthew Bellows, the CEO of email tracking software company Yesware. “90% of the emails that gets responses are replied within 1 day of being received.”

They analyzed over half million emails and found that the open and reply rates are almost the same from Monday through Friday.

On the other hand, they noticed things to be different during the weekend. The Yesware study discovered that the open and reply rates were significantly higher on Saturdays and Sundays.

“Send emails on Saturday or Sunday,” recommends Bellows.

This is because the competition is very less in the inbox.

However, if you do not want to work on weekends, use email service providers that provide settings that allow you to schedule delivery on later days of the week.

Related article: 11 Powerful Email Marketing Tips to Get Your Emails Opened, Read, and Clicked

Myth #2: Subject Lines has to be UNDER 50 Characters

Myth #2: Subject Lines has to be UNDER 50 characters
Myth #2: Subject Lines has to be UNDER 50 characters

STOP worrying about the length of your subject line because there is no co-relation to the chance of it being opened or replied to,” says Bellows.

In fact, sometimes, a longer subject line beat a shorter one, just because it has more clarity and appeal. That means having the right length for a subject line is not just about making it less than 50 characters.

Using particular words did influence open and response rate. For example, in the Yesware study, emails whose subject lines included words such as “steps,” “next,” and “campaign” had the highest open and response rates, while emails with words “online,” and “calendar,” had the lowest response rate.

Related article: The 7 Best Email Subject Line Styles to BOOST Your Open Rates by 47%

Myth #3: You Should NOT Send Emails to “Inactive” Users

Myth #3: You Should NOT Send Emails to “Inactive” Users
Myth #3: You Should NOT Send Emails to “Inactive” Users

There is a common belief that you should ‘update’ your email list once every so often in order to avoid sending emails to those who are not opening it.

That is understandable, of course. If your subscribers are not opening your emails, surely they will not purchase from you. Why waste your valuable resources to keep ‘inactive’ users on your list, right?

But here is a hard fact to chew on: Of ALL email openers during a year, a 5th of them will open your email after 6 months of being inactive. That is a serious number, don’t you think?

If you were not convinced, try reactivating subscribers who do not open your emails.

How to reactivate them? Send an email. Quite ironical, but it works.

For example, once I sent an email with the subject line “Don’t respond?” to all my inactive subscribers. This reactivated a few and some even responded with a ‘complete apology’ for not opening all my previous emails. Maybe, this approach could be a little bit too farfetched for you, but you get my point, don’t you?

Related article: 5 Creative Email Marketing Campaign You Can Use Today

Myth #4: Emails has to be Beautiful to be Effective

7 Email Marketing Myths You Need to Stop Believing - Myth #4: Emails has to be Beautiful to be Effective
7 Email Marketing Myths You Need to Stop Believing – Myth #4: Emails has to be Beautiful to be Effective

“The more ugly your emails, the better it will work” says the Obama digital team, who successfully raised $500 million of donations for the 2012 Presidential election campaign. They ran an extensive email split testing and always advocate on “sending Frankenstein emails for better results.”

This means that email does not have to be a creative work of art. It just has to get a message across and make an impact instantly.

A beautiful email that does not do that will not be saved by beauty at the end of the day.

Related article: 7 Emails You Should be Sending Your Subscribers

Myth #5: More Emails = Annoying Subscribers

Myth #5: More Emails = Annoying Subscribers
Myth #5: More Emails = Annoying Subscribers

Sending more emails does not annoy subscribers!

Sending out email once per month will yield better results than email sent once a year. In fact, sending at least 4 emails every month (as opposed to just sending one email per month) doubles the open and click rates.

Personally, I think a company should target for at least one email per week. That is the minimum number of email per month if you hope to generate good revenues.

Maybe, you heard other experts, like those at MailChimp, say sending too many emails actually cause people to engage with your message less, or at worst, unsubscribe.

However, there is a serious loophole with this statement…

If engagement refers to opening and clicking links in the emails, then of course, that is a good thing to measure. But the key thing to assess is the sales that your emails generates. After all, you are running a business. Although sending more emails may result into lower open and click rates, but it can make more sales from subscribers who do take action.

What would you rather prefer – more open and click rates or more sales? Of course, the later I bet.

And, people unsubscribing from your opt-in list does not mean you lost the game. It just means you need to attract the ‘right’ types of prospects and clear your list of the wrong ones.

Related article: How to Get 1,000 New Subscribers Under 30 Days?

Myth #6: If You Do Not Get a Response, Wait for Few Days

7 Email Marketing Myths You Need to Stop Believing - Myth #6: If You Do Not Get a Response, Wait for Few Days
7 Email Marketing Myths You Need to Stop Believing – Myth #6: If You Do Not Get a Response, Wait for Few Days

90% of emails that gets responses are replied to within a day. If you do not hear back, send up a follow-up email the next day. It gives you an additional 21% of chance of getting a reply.

It is very common practice to send an email and wait for 3-4 days for a reply. However, we recommend that if you do not get a response within 24 hours, send the same email or call again, otherwise, there is more chance of not getting a reply from your original email.

Related article: The 7 Best Email Subject Line Styles to BOOST Your Open Rates by 47%

Myth #7: Email is Dead

Myth #7: Email is Dead
Myth #7: Email is Dead

There are brands that generate over £100K’s of profits every month from email. Anyone who is making a good income driven by email knows that email is actually working, and not dead. Thank God!

Now that we debunked some email marketing myths that you should stop believing, you can go ahead and begin collecting email addresses of visitors on your site.