6 myths in Email Marketing and what’s really true

E-Commerce, Search Engine Optimization (SEO), SEA Advertising, and Websites: Regardless of the online marketing method you use, they all have an audience: Myths about their proper use. As for Email Marketing, things are no different. So today we will deal with six myths in Email Marketing and we will examine whether they are in place so as not to negatively affect your email campaigns.

Myth 1 st: Do not send more than one email per week

Sure, bombing your subscribers by email can be annoying and lead to deletions from your list. Just this fact prevents many people from sending more than one email per week, although it may be necessary for a business, e.g. when it can offer additional offers or additional content (an article, a file for downloading coke).

However, sending multiple emails does not necessarily lead to deletions. Depends on the type of campaign and its email . For example, if you are promoting an offer ending in a week, nothing prevents you from sending a few email reminders every two or three days.

Myth 2 nd: Keep the email subject title as short as possible

One of the most “hot” controversy in Email Marketing is the ideal number of characters that the email theme should have. The legend of the short title has its roots in the fact that most “scanned” the Inbox folder quickly and within a short time they are asked to decide if and what email will open. Also, short titles are more readable on portable devices, as they typically have 25-30 characters.

But recent studies show that email with a theme title of between 61-70 characters had the highest readability , as shown in the following table:

So great topic titles can actually be effective and have a higher ROI.

Myth 3 rd: Subscriber deletions mean also a failed email strategy

The biggest fear of email marketing: subscriber deletions . Result: Panic, Fear of Failure and Cause of Causes: What went wrong, blame the content, the day of shipment, the title was wrong?

Although you should always check the number of deletions from your list and always try to optimize your email and strategy, you should not panic when you lose subscribers .

The logical conclusion from a deletion is that your subscriber is no longer interested in the product, service, or content you offer. This is logical, as user preferences and interests change. So see the positive side, as you know the real impact you have on your subscribers. Better a deleted subscriber than an indifferent. Better to focus on improving your campaigns rather than breaking your head for things you have no control over.

Myth 4 th: Delete “inactive” subscribers from your list

Everyone who deals with Email Marketing definitely has subscribers who, after being listed on an offer or a discount, did not re-open your email or interact with them. The most immediate action would be to delete them from your list, as well as not interested in you but also costing you more money, right?

Although you are convinced of this, it may not always be best to delete them immediately . On the other hand, Create a remarketing campaign specifically targeted to these subscribers . So, you can revitalize their interest and regain them.

Myth 5 th: Other emails for new and old customers? No matter!

If you send the same email to your old and new clients, you probably need to revise your strategy. According to the Bain study , > spend 67% more time on email than young people . Also, study of Econsultancy showed that old customers are generating three times more turnover than new customers .

So if you do not separate your subscribers according to how old and faithful you are, you do not create similar lists and do not send targeted campaigns, then you probably miss a chance to increase your sales and turnover.

Myth 6 th: Automated email is not personal

Many link the term “automation” to Email Marketing by sending email from an application or machine rather than from people. Email marketing is about systematically creating and sending, not email content . You can use multiple automations to send your email, e.g. a welcome email when someone enters your list or a reminder email to add personal greeting or targeted content according to their profile, special offers and more.


Every business or organization is separate. Therefore there can not be only one correct method of implementing Email Marketing. Every business or advertiser will need to customize the strategy and create emails according to the company or organization’s specific characteristics, with the target audience and the analysis of past campaigns .

Sure, there is always a best practice guide, but you should not follow it blindly. As always we recommend, test, see what works for you, judge and act accordingly .

Do you want to learn how we’ve broken down four other myths in Email Marketing? See here more !


Dimitris Kroggos is SEA consultant, certified Google AdWords Expert.


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