3 Email Marketing Myths Busted – Does Having a Huge Email List Matter?

by | Mar 25, 2023 | Email Marketing

Let’s talk about the elephant in the room: email marketing. It’s one of those topics that can really throw you for a loop at first, right? But listen up, it’s one hundred percent worth diving in and giving it your all. Sure, it might be a bit confusing and even overwhelming at first, but that “ah ha” moment of understanding you’ll feel once you start getting the hang of it? Priceless.

I’ve seen too many toxic myths about email marketing being dead, ones that all beginners must break away from in order to build trust with their ideal customers. Because with anything you do, your mindset is what’s going to set you up for success.

Keep an open mind and let’s get straight to the top 3 myths about email marketing, specifically for solopreneurs!

Email Marketing Myth #1: You need a large email list

The first myth I have a connection with and this get thrown out a lot: the idea that you need a massive email list to be successful. Ugh, just saying it makes me cringe.

You don’t need a gigantic email list to be successful with email marketing. Seriously!

I’ve had to change my email marketing strategy because I pivoted my business, and in the past three years I’ve tried out many different strategies. And guess what? I figured out that the size of my email list didn’t determine how successful I was going to be with email marketing.

Let me give you an example. My email list wasn’t huge, but it wasn’t tiny either. However, only 10% of my subscribers were actively engaged with my emails. When I worked out the numbers, it was clear that having a big email list was just vanity metrics and having a smaller list of engaged readers that were truly interested in what I had to say was where I had to keep my focus.

So why do people still believe the myth that you need a large email list to be successful with email marketing? There are some brands that use email marketing to sell their products and services and say “the bigger the list, the bigger and better the reach”…regardless of who they are sending email to. Whether that works for them or not isn’t important. What’s clear is that there’s no one-size-fits-all approach to building an email list.

Your business and audience is unique to you and what works for one person and their audience might not work for you…and that’s ok.

The truth:

The takeaway here is that you shouldn’t feel pressured to build your email list using one single technique. Email marketing is all about experimenting, so try different techniques and see what works best for you and your audience. Maybe it’s:

At the end of the day, building a strong email list is about quality over quantity. Focus on engaging with your subscribers and providing value, and the size of your list will take care of itself. Don’t let anyone tell you that you have to have large email list to be successful. Trust in your own unique approach and keep testing and refining as you go.

Email Marketing Myth #2: People only check their email on weekdays during business hours

Let’s tackle another pesky myth: the idea that people only check their email on weekdays during business hours. I’m sure many of you have experienced the frustration of sending an email on the weekend or in the evening, only to feel like it’s going to be unread until the next business day.

But the truth is, people check their email all the time! In today’s world, we have access to our emails 24/7, thanks to smartphones and other mobile devices. Plus, with more people working remotely or having non-traditional work hours, the idea of “business hours” has become increasingly blurred.

So why do people still believe this myth when it comes to email marketing? Well, it’s a common misconception that stems from the traditional 9-5 workday. But the reality is that email usage is highly personal and varies from person to person. Some people check their emails religiously every hour, while others only check them a few times a day.

Here are two examples: Imagine you’re a chef who specializes in quick and nutritious recipes for busy stay-at-home moms. These moms are likely to read your emails at any time of day or night because they’re always on the go.

But let’s say you’re a productivity consultant who teaches people how to be more efficient at work. Your clients are likely working for companies and have a set schedule. So, if you send them emails outside of their work hours, they might not see them until the next day. For example, if you tell them to turn off their emails after 5 pm, they’ll only read your emails from 9 am to 5 pm, Monday to Friday.

Based on my experience with my own email marketing, the best way to find out the ideal time is to experiment and analyze your data.

  • Think about your readers and when they’re most likely to check their email on their computer or phone.
  • Use this as an opportunity to ask them…create a poll asking which times they’d prefer receiving your emails.
  • Try sending your emails at different times and days of the week and see what happens.
  • Check your open and click-through rates to see which times and days are getting the most engagement. You might be surprised by what you find!

By experimenting with different times and analyzing the data, you can figure out the perfect time to send your emails and make sure your readers are seeing them at the right time.

The truth:

The key to successful email marketing is to focus on providing value to your subscribers, no matter when they check their emails. So don’t let the myth of “weekday business hours only” hold you back. Experiment, analyze, and adjust as needed to find the best strategy for your unique audience.

woman shouting into a blow horn that she's been spammed

Email Marketing Myth #3: Email Marketing is Spammy

We’ve all had our fair share of spam emails, haven’t we? It can be frustrating when it feels like we spend more time hitting the delete button on those pesky messages than reading the ones that truly matter. But hey, let’s not forget that not all email marketing is a nuisance! Some can be really helpful and valuable.

I have to admit, there are a lot of email newsletters and promotions that I genuinely enjoy receiving. These emails are well-designed, informative, and often include special deals or information that I wouldn’t have access to otherwise.

So, don’t think that all email marketing is bad or annoying! There are definitely some companies out there who are doing it right and providing value to their subscribers.

If you’re a business owner or marketer, just make sure to put yourself in your subscribers’ shoes and think about what they would want to receive from you. By providing real value and being thoughtful with your content, you can create an email newsletter or promotion that people actually look forward to receiving.

So why do people still believe this myth that email marketing is spammy? Well, unfortunately, there are still some marketers out there who use spammy tactics to try to sell their products or services. This not only annoys potential customers, but it can also hurt your brand’s reputation and deliverability.

I want to share a personal experience that really got me thinking. I was a member of a group led by someone who claimed to be a certified email marketing specialist. They insisted that we should never email our subscribers to inform them about our latest blog posts. Their reasoning was that our readers would already know about the posts, so sending such emails would just bore them and come across as spammy.

I decided to give this approach a try for six months, during which I didn’t inform my subscribers about my new blog posts. To my dismay, my blog readership dropped significantly during that period. I came to realize that my subscribers, like most people, are incredibly busy with their own lives and businesses. They probably don’t have reminders set to check out my latest posts.

So, I went back to including notifications about new posts in my email newsletters, and guess what? My email marketing analytics showed that readership increased once again. It just goes to show that sometimes, a friendly reminder can make all the difference!

But here’s the truth: email marketing can be an incredibly effective and valuable tool when used correctly. Don’t blindly follow instructions from experts (me included) unless it makes sense for you and your audience. The key is to focus on building a quality email list of engaged subscribers who actually want to hear from you. Provide value with each email you send and avoid spammy tactics like deceptive subject lines or misleading offers.

The truth:

Email marketing is only spammy if you make it that way. With a thoughtful strategy and a focus on providing value to your subscribers, you can build strong relationships and drive sales through your email campaigns. So don’t let this myth hold you back from using one of the most effective marketing channels available.

Why is it misleading to believe these 3 myths?

When you buy into those myths, you might second-guess whether email marketing is right for you, and it could keep you from making the best moves for your business.

I’m sure you’ve got what it takes to create awesome connections with your perfect customers. You just need some solid advice on email marketing and to try out different strategies until you find what clicks for you. Otherwise, you could miss out on some great opportunities if you don’t get the right help—like not building genuine relationships with your audience.

Don’t throw in the towel, though!

I’ve seen loads of clients reach their big goals, and there’s nothing magical about them.

They made it happen by learning the ins and outs of email marketing (specifically for solopreneurs), getting the hang of the tech side of things, and putting in the elbow grease.

Now that we’ve busted three of the top myths about email marketing, let’s focus on the truths about what not to do.

I’ve created a “quick read” list of the 7 Deadly Sins of Email Marketing and How to Avoid Them. These common mistakes can seriously harm your email campaigns and damage your relationship with your subscribers. Grab yourself a copy below.

Until next time, stay inspired.



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