New Myths in Email Marketing in 2024: Debunking Common Misconceptions

In digital marketing, email remains a trusted lead nurturing and conversion tool.

But it’s also surrounded by myths that can mislead business owners.

In this guide, we’re challenging beliefs and revealing the truth about what really works in email marketing.

From misconceptions about unsubscribes, plain-text emails, and coming across as too “salesy,” we’re debunking email marketing myths that could hold your campaigns back. We’re also revealing why these myths are wrong and how applying them can ‌help you succeed.

Curious to learn more?

Let’s begin.

Nope! Plenty of users still love long-form emails.

Though we’ve all heard that attention spans are shortening and you should focus on short-form copy, short-form videos, (and short-form everything), this isn’t entirely true.

There are all kinds of preferences out there. Some readers prefer short and sweet snapshots — and others love storytelling elements that take them on a journey. That’s why having a mix of short-form and long-form content is your best bet.

Let’s take a look at the following email from Magic Hour.

It could’ve been a short email (just the top part) describing and talking about Magic Hour’s relaxing tea, The Oracle.

The information here is great and straight to the point. We learn about Oracle’s key ingredients, its stress-reducing and wellness-promoting benefits, and how it supports the gut-brain axis for better digestion.

This is‌ incredibly valuable information — but why leave it at that? There’s more to this product than you might think.

For instance, there’s also symbolism behind the tea blend’s name …

And there’s an ideal way to drink it …

And there’s even a product recommendation that you can use alongside it.

By organizing the email this way, Magic Hour delivers valuable information in clear sections that resemble chapters in a book — all revolving around its relaxing tea and allowing readers to connect deeply with the brand and its inspirational products.

Dark mode has become increasingly popular, but some believe it’s just a fad.

(Dark mode is a display setting or design choice that uses a dark color palette, typically featuring white or light-colored text on a black or dark background.)

However, dark mode is here to stay, driven by user preferences for reduced eye strain in low-light environments and better device battery life. For example, Liquid Death, a bottled mountain water brand known for its dark humor, uses dark mode in its emails.

By incorporating dark mode, the brand has visually rich emails that viewers with screen preferences can easily digest.

This improves the user experience and demonstrates the brand’s attention to detail and customer comfort. It also encourages readers with eye-strain sensitivities to open and click through the brand’s emails.

Do you believe every unsubscribe is a business failure?

Many business owners think that when someone unsubscribes from their email list, it’s a sign of rejection and a potential customer loss.

This perspective can lead to unnecessary stress and a focus on quantity over quality.

Reframing this thinking and understanding the broader context and benefits of unsubscribes is important.

Unsubscribes can be beneficial for maintaining a healthy and engaged email list. When people no longer interested in your content opt-out, it helps ensure your messages reach a more targeted and interested audience.

This can encourage higher open rates, click-through rates, and overall engagement. An engaged email list is more likely to convert and interact with your content, making your email marketing efforts more effective and efficient.

A clean email list also improves deliverability.

Email providers track engagement rates to determine whether your emails should land in the inbox or the spam folder. High engagement signals to email providers that your content is valuable and sought out, which improves the chances of your emails being delivered successfully.

Finally, appreciate that unsubscribes help you conform to GDPR and other spam compliance laws by allowing subscribers the right to opt-out or adjust their subscription settings.

Absolutely not! Your subscribers joined your email list for a reason.

If you sell products, they will likely join you to stay up to date with your latest product drops, promos, and featured items, as well as pop up events.

They also likely find your emails inspirational. If you sell fashion, makeup, or accessories, users look forward to learning how to style your pieces or get ready for an event.

For instance, Studio Suits, a clothing brand known for its men’s tuxedos and suits, often sends product spotlight emails to inspire its subscribers.

In these emails, the brand lists the product’s name, showcases a beautiful image of the item on a mannequin, and provides an up-close fabric image.

It also shares the item’s color and fabric type and provides buttons for subscribers to shop. Users can select “Shop Suit” to buy the whole item — or “Shop Jacket” or “Shop Pants” to buy individual items.

In other words, product spotlights are a win-win. Customers look forward to seeing what you have on your shelves, and you get the benefit of nudging subscribers to buy more items.

Many email marketers believe that plain-text emails are less effective than HTML emails with elaborate designs.

They assume emails with images, colors, and intricate layouts are more engaging and more likely to capture the recipient’s attention.

But this doesn’t factor in HTML email drawbacks, such as longer load times, an impersonal feel, and rendering issues across different email clients.

Ironically, plain text emails can feel more personal and authentic (depending on the brand), leading to higher engagement rates. Recipients may perceive these emails as direct communications rather than marketing emails, which can build trust and connection.

This is particularly valuable for building relationships with customers and encouraging them to interact with the email’s content—such as clicking a link, replying to the email, or following a call to action. If you’re a coach, consultant, or service provider, plain-text emails may be the best option for you.

Get inspired by business coach Maria Wendt:

Maria often sends plain emails that use conversational language and focus on authority content. Topics include how to build a passive income business and how to use Instagram and automations to make money every day.

Maria also includes calls to action for freebies, coupons, or courses to nudge subscribers to engage or buy something. This strategy shows off the brand’s authenticity and genuine desire to help readers make money.

A bonus?

Plain-text emails also tend to get flagged less by spam filters, which promotes better deliverability rates. Many email service providers use complex algorithms to detect and filter out spam. HTML emails with certain elements can trigger these filters more easily.

But simple and straightforward emails often bypass these filters and reach the recipient’s inbox.
Try testing both plain-text and HTML emails in various formats to see what resonates with your audience and helps you have better deliverability.

Hitting your goals with email marketing takes strategy and intention.

It also takes letting go of untrue beliefs that can hinder your success.

As we covered in this guide …

→ If you own a product-based business, you can never be “too salesy.” People sign up for your emails because they want to hear more about your offers.

→ If you’re worried your immaculate storytelling pushes users away — think again. People enjoy a variety of email formats, and they LOVE stories.

→ If you think unsubscribes mean you’ve lost potential customers, that’s likely untrue. A refined email list with people who want to hear from you is much more valuable.

→ If you’re worried your emails aren’t fancy or pretty enough, rest assured that plain emails convert well, too! They may even help you trigger fewer spam folders.

→ If you think Dark Mode is a passing trend, remember that some subscribers have screen preferences and light sensitivities. Offering Dark Mode emails can encourage those with sensitive eyes to open and engage with your emails.

It’s also important to test what works for your specific audience. Every brand and subscriber group is different — what works for one business may not work for yours.

If you need a hand, try VBOUT. Our dynamic email marketing tools can help you learn what works. You can preview your emails on multiple devices, browsers, and email clients — and track campaigns with our in-depth analytics.

You can also run A/B tests to make sure the best emails get sent to your audience segments. And mitigate your sending risk by sending emails in smaller batches over a longer period of time. This helps you track campaign performance and pause or resume as you see fit.

Want to see VBOUT in action? Get started with a free 14-day trial.

Here’s to your success!

About the Author

With over 20 years of digital marketing and e-commerce expertise, Shane Barker founded TraceFuse. He is well-versed in the Amazon ecosystem and brand reputation management. His insights have been featured on platforms like E-Com Engine Partner Spotlight and the 2 Sellers and a Microphone Podcast, highlighting his significant impact on these industries.