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Last updated on 2024年7月21日

What are the most common email marketing myths to ignore?

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Email marketing is one of the most effective and affordable ways to reach your audience and grow your business. But there are also many myths and misconceptions that can hold you back from achieving your email marketing goals. In this article, we'll debunk some of the most common email marketing myths and help you avoid falling for them.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…
Anita Siek

?? Psychology-infused word nerd | CEO of Wordfetti | Speaker | Host of Brandfetti

1 Myth 1: You need a huge email list

One of the biggest email marketing myths is that you need a huge email list to be successful. While having a large and engaged audience is certainly beneficial, it's not the only factor that determines your email marketing performance. Quality matters more than quantity when it comes to email marketing. You want to attract and retain subscribers who are interested in your products or services, who open and click your emails, and who take action on your offers. A small but loyal and responsive list can generate more revenue and conversions than a large but inactive and uninterested one.

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Anita Siek

?? Psychology-infused word nerd | CEO of Wordfetti | Speaker | Host of Brandfetti
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More people on your email list, does not mean more clients. Especially when you have attracted those who are NOT your ideal audience (usually through methods such as a free Giveaway). When you have a strategic list of your ideal audience? That's where the magic is. I have seen clients with 250 people on their email list do much better than those who have 10,000. The difference? Their lead magnet, or the content that they are creating: is it attracting the RIGHT audience?

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Fakeha Aslam

Health, wellness, beauty, and nutrition copywriter | I grab audience's attention and present a no-brainer offer with my spellbinding words | A high-conversion SEO copywriter and mother of 2 munchkins
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It's not about the number of unengaged subscribers; in email marketing, quality outweighs quantity. Email marketing is about building a relationship with the audience who is genuinely interested in your content. An engaged audience will improve the effectiveness of the email campaign.

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Sandra Berk

Expertin für Funnelaufbau mit Glitzer ? Mehr Kunden, mehr Abschlüsse, nachhaltiges Business-Wachstum! ??Für online Dienstleister:innen?? Dein einzigartiges Marketing: Full Funnel Service, Meta Ads, E-Mail Rock 'n Roll ??
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Tats?chlich lohnt sich E-Mail-Marketing bereits ab der ersten E-Mail-Adresse. Gr??e ist hier in diesem Fall kein entscheidendes Kriterium für Erfolg. UND: deine E-Mail-Liste w?chst nur weiter, wenn du regelm??ig und gute E-Mails schreibst. Also: du brauchst keine gro?e Liste, um E-Mails zu schreiben. Viel wichtiger als die Gr??e ist übrigens die Qualit?t deiner Leads.

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2 Myth 2: You should avoid sending too many emails

Another common email marketing myth is that you should avoid sending too many emails to your subscribers, or else you'll annoy them and make them unsubscribe. While it's true that you don't want to spam your audience with irrelevant and low-value emails, you also don't want to miss out on opportunities to connect and communicate with them. Sending too few emails can hurt your email marketing results, as you'll lose touch with your subscribers, reduce your brand awareness, and lower your chances of making sales. The optimal email frequency depends on your industry, audience, and goals, but you should aim to send at least one email per week to keep your subscribers engaged and interested.

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Anita Siek

?? Psychology-infused word nerd | CEO of Wordfetti | Speaker | Host of Brandfetti
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Not every single email should be a "sell" based email. Marketing is a CONVERSATION. So continue the conversation in your emails. When done right? Each email has the ability to strengthen your connection the relationship with your audience and have them know you, trust you, and like you. And of course, this in turn will equal sales.

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Sandra Berk

Expertin für Funnelaufbau mit Glitzer ? Mehr Kunden, mehr Abschlüsse, nachhaltiges Business-Wachstum! ??Für online Dienstleister:innen?? Dein einzigartiges Marketing: Full Funnel Service, Meta Ads, E-Mail Rock 'n Roll ??
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Wer legt denn fest, ab wann es zu viele E-Mails sind? Schauen wir mal nach Amerika, da k?nnen schon mal 5 E-Mails pro Tag an die gleiche Person rausgehen. Passt das zu jedem Unternehmen? Nein! Was passt zu dir und zu deinen Menschen, zu eurem gemeinsamen Thema? Wie immer gilt: konsistenz ist der Schlüssel zum Erfolg.

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3 Myth 3: You should always use the same email template

Another email marketing myth is that you should always use the same email template for all your campaigns, as it creates consistency and familiarity for your subscribers. While it's good to have a recognizable and professional email design that reflects your brand identity, you also want to avoid boring and repetitive emails that don't capture your subscribers' attention. You should experiment with different email templates, formats, and layouts, and see what works best for your audience and goals. You can use A/B testing to compare different versions of your emails and measure their performance.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Visual templates can work, when they're really good. But most email visual templates aren't really good. So don't bother with them. Email is supposed to be a somewhat informal format anyway.

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Sandra Berk

Expertin für Funnelaufbau mit Glitzer ? Mehr Kunden, mehr Abschlüsse, nachhaltiges Business-Wachstum! ??Für online Dienstleister:innen?? Dein einzigartiges Marketing: Full Funnel Service, Meta Ads, E-Mail Rock 'n Roll ??
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Tats?chlich ist ein Widererkennungswert super. Doch bevor du dich festlegst, kannst du dein Layout testen. Und ich unterscheide sehr gern zwischen Emails an meine Liste und E-Mails an meine Kunden. Und wenn du eine künstlerische Zielgruppe hast, ist die Optik deutlich wichtiger, als bei einer anderen Zielgruppe.

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4 Myth 4: You should always follow the best practices

Another email marketing myth is that you should always follow the best practices and tips that you read online or hear from experts. While it's helpful to learn from others and get inspiration and guidance, you should also remember that every email marketing campaign is unique and depends on various factors, such as your industry, audience, goals, and products or services. What works for one business may not work for another, and what works today may not work tomorrow. You should always test and optimize your own email marketing strategies and tactics, and find out what resonates with your subscribers and drives your desired results.

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Fakeha Aslam

Health, wellness, beauty, and nutrition copywriter | I grab audience's attention and present a no-brainer offer with my spellbinding words | A high-conversion SEO copywriter and mother of 2 munchkins
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Best practices sometimes provide amazing guidelines, however, we shouldn't adhere to them blindly. Every business is different so do your email marketing campaign. Be creative. Test, test, and test. Keep experimenting and be flexible until you craft emails that resonate best with your audience.

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Sandra Berk

Expertin für Funnelaufbau mit Glitzer ? Mehr Kunden, mehr Abschlüsse, nachhaltiges Business-Wachstum! ??Für online Dienstleister:innen?? Dein einzigartiges Marketing: Full Funnel Service, Meta Ads, E-Mail Rock 'n Roll ??
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Stimme diesem Mythos zu. Allerdings ist hier dein eigenes best practice gemeint. Nicht von irgendwem anders. Beginne jetzt und teste flei?ig. Nutze dann dein best practice.

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5 Myth 5: You should focus on open rates and click-through rates

Another email marketing myth is that you should focus on open rates and click-through rates as the main indicators of your email marketing success. While these metrics are important and useful, they are not the only ones that matter, and they don't tell the whole story. Open rates and click-through rates don't necessarily reflect the quality and relevance of your emails, nor do they measure the actual impact of your email marketing on your business goals. You should also track and analyze other metrics, such as conversion rates, revenue, retention, and customer lifetime value, to get a better picture of your email marketing performance and ROI.

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Sandra Berk

Expertin für Funnelaufbau mit Glitzer ? Mehr Kunden, mehr Abschlüsse, nachhaltiges Business-Wachstum! ??Für online Dienstleister:innen?? Dein einzigartiges Marketing: Full Funnel Service, Meta Ads, E-Mail Rock 'n Roll ??
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Openrate ist nicht mehr die wichtigste Marke. Clickrate und Interaktion ist sehr wichtig! Fokussiere dich auf deine Menschen. E-Mail-Marketing ist keine Einbahnstra?e. Also halte keine Monologe, sondern geh in den Dialog.

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6 Myth 6: You should follow the same email marketing strategy for everyone

Another email marketing myth is that you should follow the same email marketing strategy for everyone, and send the same emails to all your subscribers. While this may seem easier and simpler, it's also ineffective and inefficient, as it ignores the fact that your subscribers are different and have different needs, preferences, and behaviors. You should segment your email list based on various criteria, such as demographics, interests, purchase history, and engagement level, and tailor your email marketing campaigns to each segment. You should also use personalization and automation to make your emails more relevant and timely for each subscriber. This way, you'll increase your email marketing results and customer satisfaction.

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Michael Low

Freelance copywriter and marketing consultant
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To be fair, I don't think this is a real myth. Probably generated by AI. I haven't met a single client (and I've worked with email clients since 2005) who thinks everyone on their list should ALWAYS get the same emails. Clients are constantly looking for ways to get more personal/customized with the emails they send. And what do you mean by "strategy"? Because your "strategy" could be to send customized messages to each segment of your list. If that's what you mean then you SHOULD follow that strategy for everyone. Again, this is the problem with AI-generated content. It's not based on reality. So you get a fake myth.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Despite what this article says, if you send your prospects too many emails, you'll teach them to ignore you. There's only so much information they can assimilate from you, even if it's always useful. And it's never always useful. So be a friend they're always happy to see because you don't see them every day. Don't be that annoying jerk who's always tapping you on the shoulder to talk your ear off in the office break room.

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What are the most common email marketing myths to ignore?

1

2

3

4

5

6

7

1 Myth 1: You need a huge email list

2 Myth 2: You should avoid sending too many emails

3 Myth 3: You should always use the same email template

4 Myth 4: You should always follow the best practices

5 Myth 5: You should focus on open rates and click-through rates

6 Myth 6: You should follow the same email marketing strategy for everyone

7 Here’s what else to consider

Copywriting

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What are the most common email marketing myths to ignore?

1

2

3

4

5

6

7

1 Myth 1: You need a huge email list

2 Myth 2: You should avoid sending too many emails

3 Myth 3: You should always use the same email template

4 Myth 4: You should always follow the best practices

5 Myth 5: You should focus on open rates and click-through rates

6 Myth 6: You should follow the same email marketing strategy for everyone

7 Here’s what else to consider

Copywriting

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