Email Marketing Myths vs Facts

Hey it’s Max from The Inbox Newsletter.

Email marketing is one of the most misunderstood channels in ecommerce.

Over the years, a handful of myths have popped up that can seriously limit how much revenue you’re driving through email.

Today, we’re setting the record straight on six of the biggest myths…

And replacing them with actionable facts that will hopefully bring you more clarity AND make you more money.

Myth 1: You Can't Send Emails with Many Images

Fact: You absolutely can—just add invisible text in your footer.

Here’s the truth: inbox providers look for HTML content to verify your email isn’t spam.

If your email is all images and no text, yes… you might get flagged.

But you don’t have to ditch image-heavy designs.

Simply add 250-500 words of “invisible text” in your footer (a tiny strip of text with the same color as your background).

Then, you’ll pass the spam test while keeping your design intact.

Myth 2: Your Open Rates Are Determined by Your Subject Line and Preview Text

Fact: Quality emails are what keep your audience opening.

Sure, a great subject line can grab attention, but if your actual content doesn’t deliver, people will stop opening.

True fans open every email because they know it’s worth their time.

Focus on crafting emails that provide value, inspire action, or entertain.

The goal is to get people to open emails off of your Brand Name, not your SL and PT.

Imrpvoe content, and watch your open rates improve consistently.

Myth 3: Email Marketing Can’t Make More Than 20% of Store Revenue

Fact: Our client average is 41%.

Most ecommerce brands cap their email marketing potential because they don’t have proper systems in place.

With optimized flows, engaging campaigns, and a high-converting strategy, email marketing can become a backbone of your revenue.

We are actively proving this to be true for over 40 ecom brands.

Myth 4: You Should Only Send Emails Once a Week

Fact: The sweet spot is 3–4 emails per week.

Sending just once a week isn’t enough to stay top of mind.

Consumers are on average hit with over 200 ecommerce brands every single day through social media ads and email marketing.

If you’re not showing up consistently with valuable, eye-catching emails, they’ll forget about you.

With quality content and intentional designs, 3–4 emails per week is the sweetspot to skyrocket your engagement and sales.

Myth 5: The More Segmented, the Better

Fact: Over-segmentation can backfire.

While segmentation is important, overdoing it can waste time and resources.

Instead of trying to hyper-target tiny groups, focus on larger high-leverage segments like engaged users and recent purchasers.

These segments deliver great ROI without unnecessary complexity.

Would you rather send a targeted email to 1,000 people or a slightly less targeted email to 10,000 people?

Myth 6: Unsubscribes Are Bad

Fact: Unsubscribes help clean your list and improve deliverability.

Don’t fear unsubscribes—they’re actually a good thing.

They actually don’t impact deliverability.

They help maintain a healthy, engaged email list and improve your sender reputation.

It’s better to focus on the users who genuinely want to hear from you.

Clean lists mean better open rates, more clicks, and higher deliverability.

Watch my new YouTube video explaining how to operate a high-level ecom email list in only 4 hours per week!

Link: https://youtu.be/YRMrXB5TSE4?si=s2GuKcdF4M5LIeYZ 

Email Inspiration Of The Day

Brand:
Fussy

Email Design:
https://drive.google.com/file/d/14oKoDnDpVu1u-O8tExtB-vSVrJDnDST6/view?usp=sharing

Notes:
This is how to create flow in your email designs…

The background looks like it's just one image across the entire piece.

The layout is simple and the copy is very clear and easy to read!

Great email.

Template of The Day

Love the polaroid style photo galleries! 🙂 

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• Steal this 8-figure brand welcome flow

• Smartest marketing campaign I’ve ever seen

• How to get more out of your team

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »

PPS - I have a few different products you can buy. If you purchase any one of these products you get access to my private community of 850+ members with daily posts from me, access to me for support 24/7, and private calls.

• Ecommerce Email Mastery: A 60 lesson course breaking down everything you need to know about ecommerce email marketing in the most concise and organized manner. learn more »

• Mix and Match Email Design Templates: 134 email section templates that can make 5,000+ unique email designs with, learn more »

• QuickFlow Templates: All core 7 core email marketing flows fully templatized with examples, learn more »