6 Insight Email Myths (And A Few Truths)

When is the best time to send an email, how many characters should a subject line have? Which guidance is the right guidance when it comes to insight email optimization? If you want to have a solid strategy, you really need to know which “facts” to follow and which to ignore…

Luckily for you, we’ve waded through the muck and the mire and compiled a handy list of 6 Insight Email Myths you’ve probably heard, might have believed, and absolutely need to forget about. 

When is the best time to send an email, how many characters should a subject line have? Which guidance is the right guidance when it comes to insight email optimization? If you want to have a solid strategy, you really need to know which “facts” to follow and which to ignore…

Luckily for you, we’ve waded through the muck and the mire and compiled a handy list of 6 Insight Email Myths you’ve probably heard, might have believed, and absolutely need to forget about. 

Myth #1: Targets Receive Too Many Emails From Brands They Trust. 
Nope. Not true. The fact is, 60% of targets receive fewer than 6 emails every day from trusted brands and 40% of those consumers actually get a mere 3 or less. So, don’t worry that your insight email is going to be the straw to break their back – particularly if they opt-in to your email list.

Myth #2: Mid-Afternoon On A Thursday Is The Best Time To Send An Email.

Considering the fact that 85% of opens happen 2 days after receiving an email and only 21^% of actions on those same emails happen within those same 2 days…it really doesn’t matter what day of the week an email goes out of what time. Recipients will open them when they feel like it. In fact, did you know that over a third of actions on marketing emails aren’t taken until 2 weeks after they’ve been received? 

Myth #3: Inactive Users Should Be Purged After 6 Months.

But…20% of your annual opened emails happen after 6 months of inactivity. This simply doesn’t track. They’re not dead yet…at least not until after a year.

Myth #4: It Takes Precious Little To Get Marked As Spam.

The fact is, less than 1 subscriber in every 2000 will mark your email as Spam. Those are darn good odds and seem to suggest targets aren’t nearly as trigger-happy with the Spam button as we’ve been lead to believe by the nay-sayers. 

Myth #5: The More Insight Emails You Send, The More Likely You’ll Be Ignored.

Then why is it that sending four emails in the month instead of just one doubles how many targets opens one or more of your emails? That’s a potentially huge return on investment right there. 

Myth #6: The Shorter The Subject Line, The Better The Results.

This is an interesting myth because while an email subject of under 60 characters increases opens, an email subject line of over 70 characters increases clicks. Suffice it to say, length isn’t as important as being fresh, sharp, pointed and compelling with your subject line’s content. 

As one of the oldest tools in the modern marketer’s toolbox, there’s a ton of information out there about email (and its modern cousin, the insight email) – but, like a lot of advice, much of it is misguided and untrue. Hopefully, this blog has helped to pull you back from the brink of unnecessarily altering functional components of your email marketing strategy. 

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