Don’t Believe These Email Marketing Myths

Sep 5

When it comes to email marketing, opinions are everywhere- and unfortunately, so are myths. From outdated advice to flat-out misinformation, these misconceptions can lead to missed opportunities, lower engagement, and wasted effort.

The truth? Email marketing is still one of the most powerful tools in your marketing toolbox, but only if you’re using it strategically. In this post, we’re breaking down some of the most common email marketing myths, separating fact from fiction so you can send with confidence and get better results.

Myth #1: “You Should Only Email When You Have a Sale or Promotion”

It may feel like common sense to only reach out to your audience when you have something to sell or promote. After all, your business needs revenue- shouldn’t your emails focus on driving it? The problem is, if your subscribers only hear from you when you want their money, they’ll quickly lose interest. Think of it like having a friend who only calls when they need a favor. You probably wouldn’t feel eager to pick up the phone after a while.

Consistent, value-packed emails build trust and keep your brand relevant to your subscribers long before you ever make a pitch. Instead of disappearing until your next sale, consider sharing helpful tips or tutorials your audience can use right away.

Example: A fitness center could share a “5-Minute Morning Stretch” guide. A bakery might send a behind-the-scenes video of how their seasonal cinnamon rolls are made.

The key is to give your subscribers a reason to look forward to opening your emails. Then when you share a promotion, they’ll be warmed up and more likely to engage.

Myth #2: “Unsubscribes Are Bad for Your Email List”

Seeing people unsubscribe from your list can feel like rejection at first. But the reality is, unsubscribes are a healthy part of the process. Think of it like pruning a plant- removing what’s no longer thriving makes room for stronger, more sustainable growth.

When uninterested or inactive subscribers leave, your engagement rates improve because you’re speaking to a more focused audience. A smaller but engaged list almost always performs better than a large list full of people who never open, click, or convert.

Making it easy for people to opt out can help encourage this natural cleaning process. You might consider running re-engagement ads to help gauge subscriber interest.

Example: Sending out a friendly “Still want to hear from us?” email allows subscribers to confirm they're still interested. Those who leave only make room for higher-quality interactions.

Myth #3: “Email Marketing Has Lower ROI than Social Media.”

The truth? Email marketing is one of the highest ROI marketing channels. One big reason is that email gives you direct access to your audience. You’re not at the mercy of algorithms deciding who sees your message, and you’re not paying for every impression or click. With email marketing, you own your subscriber list. Unlike social media followers who could disappear overnight, your list is yours to keep.

To maximize ROI, think about how to pair strong content with strategic calls-to-action.

Example: A skincare brand could share an educational email on “How to Transition Your Routine for Fall” and naturally weave in product links. By blending value with subtle promotion, you create an experience that feels helpful while also creating an avenue for revenue.

Other Email Myths Worth Busting

A few other myths floating around the email marketing world that are worth a quick reality check:

“Email automation feels impersonal.” In reality, automation can be incredibly personal. A well-crafted birthday email, for example, feels timely and thoughtful when crafted properly.

“Plain text emails look unprofessional.” Plain text often feels more personal, like a note from a friend. For many brands, this sleek style actually converts better than overly designed templates.

“There’s a universal best time to send.” Your audience is unique. The best way to find your optimal send time is to test and track when your subscribers are most likely to engage.

Get Started Today!

Email marketing is far from dead, but believing the myths can definitely sabotage your results. By showing up consistently, providing value beyond promotions, and treating your list like the valued community it is, you’ll build stronger connections and ultimately drive better results.

If you’re ready to step up your email marketing game, here are a few ways to take action today: