The Truth About Email Marketing Myths (And What Works Instead)

If you’ve been doing email marketing for a while, chances are you’ve heard some advice that feels a bit… off. 

“Short emails are always better.”

“Email is dead.” 

“Timing is everything.”

Myths like these sound good but can derail even the best marketers.

The truth? Email is thriving, but success requires ditching outdated ideas and leaning into smarter strategies. 

Let’s break down the biggest myths and uncover what actually works in email marketing today.

Myth 1: Email Marketing Is Dead

Spoiler Alert: It’s Not

Email marketing continues to thrive, with over 4 billion people worldwide checking their inboxes daily. 

In 2023, beehiiv observed a significant increase in email engagement, sending 4.5 billion emails—up from 305 million between 2021 and 2022.  This surge underscores email’s enduring effectiveness in reaching audiences.

While social media platforms are popular, they often lack the direct, personal connection that email provides. Email newsletters offer a unique opportunity for brands and creators to engage with their audience on a more personal level, leading to higher engagement and loyalty. 

How to Leverage It:

Make It Personal: Use segmentation to tailor messages for your audience, ensuring they get content that feels relevant and timely.

Stay Consistent: Build trust with regular, value-packed emails that readers look forward to seeing in their inbox.

Here’s what consistency looks like in action: Brett from Creator Economy NYC committed to sending a newsletter every single week in 2024—and the results speak for themselves:

Myth 2: Timing Is Everything

When You Send Matters—but Not as Much as You Think

The “best time” to send your newsletter isn’t universal—it depends on your audience.

Your subscribers are diverse. Some may skim their inboxes mid-morning, while others catch up after dinner. While general statistics can offer a starting point, the real magic lies in testing and learning what works for your unique list.

When I launched my newsletter a month ago, I leaned on stats that said weekends were optimal for email opens. I tested that for two weeks, but to experiment further, I’ve since moved my sends to Tuesdays.

What Really Matters:

Test, Test, Test: Experiment with different send times and track results to find what resonates with your readers.

Focus on Value: If your email delivers something worth opening, timing becomes a lot less important.

Myth 3: Keep It Short, Always

Brevity Isn’t Always the Answer

The idea that shorter emails are inherently better is another marketing myth. 

Sure, if you’re sending a quick update or promotion, keeping it concise works. 

But sometimes, your audience wants more detail—especially for educational content or product launches.

The key isn’t length; it’s relevance. Long or short, your email needs to serve the reader, not just your word count.

Pro Tips for Content That Clicks:

Match the Message to the Format: Use short emails for quick tips and updates, and go longer for stories, case studies, or launches.

Cut the Fluff: Every sentence should add value. If it doesn’t? Delete it.

Myth 4: More Emails Mean More Engagement

Quality Over Quantity

It’s tempting to think sending more emails equals more engagement. 

After all, the more you’re in their inbox, the more likely they’ll notice you, right? Wrong.

Over-sending leads to fatigue, frustration, and unsubscribes. Instead of flooding inboxes, focus on delivering fewer emails with more value.

How To Strike the Right Balance:

Know Your Audience: Use segmentation to tailor how often you email different subscriber groups.

Focus On Impact: Ask yourself: Does this email serve my audience, or is it just filler?

Myth 5: Words Like “Free” Land You in Spam

Don’t Fear the Language—Focus on Deliverability

Many marketers avoid words like “free” or “offer” because they’ve been told spam filters will flag them. 

The reality? Today’s filters are smarter than that. They consider your sender reputation, engagement metrics, and overall email structure—not just the words you use.

This means you can still use enticing language, as long as your email delivers on its promises and stays clear of spammy practices.

Best Practices for Deliverability:

Build Trust: Keep your list engaged and ensure your content matches your subject line.

Track Performance: Monitor open rates and clicks to ensure your emails are resonating with your audience.

Myth 6: All Subscribers Want the Same Thing

Personalization Is Everything

Your audience isn’t a monolith. 

Treating all subscribers the same is a fast track to generic, forgettable emails. People want content that speaks to their needs, not a cookie-cutter message meant for the masses.

The more personalized your emails, the better they’ll perform. It’s that simple.

Steps to Personalization:

Use Segmentation: Tailor messages based on demographics, behavior, or preferences.

Think Beyond Names: Including a subscriber’s name is great, but referencing their past purchases or interests is even better.

Myth 7: Mobile Optimization Is Optional

In a Mobile-First World, It’s Essential

If your emails aren’t mobile-friendly, you’re missing out on half your audience—or worse, frustrating them enough to hit “unsubscribe.”

It’s not just about looking good on mobile—it’s about creating a seamless experience that feels just as intuitive on a phone as on a desktop.

How To Optimize for Mobile:

Think Mobile First: Design with mobile users in mind, including larger buttons and single-column layouts.

Test Across Devices: Always preview your email on smartphones, tablets, and desktops before sending.

Why Trust Me: With over a year of experience on beehiiv’s content team, I’ve gained deep insights into email marketing, list growth, and scaling strategies.

Final Thoughts: Smarter Email Strategies

The myths surrounding email marketing can hold you back, but the truth sets you free to create campaigns that resonate. 

Whether it’s debunking the “perfect time” myth or embracing personalization, these strategies are designed to help you connect with your audience, boost engagement, and drive results.

So, ready to leave the myths behind? 

Start building smarter, more effective campaigns with beehiiv—the email platform designed to help you create newsletters that people actually want to open. 

Sign up today and take your email game to the next level.