Hey it’s Edoardo from ElediaMails,
Email marketing is full of bad advice.
From gurus on YouTube to half-baked LinkedIn posts, I’ve heard it all.
So today, let’s bust 5 of the biggest myths holding brands back… and replace them with the facts that actually move the needle.
❌ Myth #1: Email is a dead channel. Nobody reads emails.
✅ Fact: People don’t read your emails because they’re boring.
Email is one of the most widely used platforms on earth. Some people don’t have Instagram or TikTok, but everyone has an email account.
If your emails are relevant, valuable, and engaging, they get opened. Period.
❌ Myth #2: Sending more than 1 email a week is spamming your audience.
✅ Fact: As long as you diversify your content and segment properly, you can send 3–4 emails per week.
We do this for clients all the time: Revenue goes up, engagement stays strong, and unsubscribes don’t spike.
The brands that send more relevant content, win more.
❌ Myth #3: Your emails should always be 80% text and 20% images.
✅ Fact: If your email health is strong, you can run fully image-based emails without issues.
The key: split designs into smaller image blocks so they load fast and look clean on mobile.
This way you make sure that your content is coherent no matter which device or on what settings your audiences digests your emails.
❌ Myth #4: You need hundreds of micro-segments to get good results.
✅ Fact: You don’t need 87 lists and a PhD in data science.
Start with engagement segments (14-day, 30-day, 90-day engaged) and a few customer journey stages (new subscriber, first-time buyer, repeat customer).
That’s enough to see meaningful improvements in ROI. Everything else is incremental.
❌ Myth #5: Discounts are the only way to drive sales.
✅ Fact: Discounts work, but they’re not the only lever.
Storytelling, social proof, value-driven content, and product education can drive just as many conversions (often with better margins).
The best brands mix in nurturing campaigns so they’re not just seen as “the discount brand.”
✉️ Email of the Day
On brand back-to-school email with a good offer at the end.
The biggest killer of email marketing isn’t the channel - it’s the myths.
When you follow bad advice, you get bad results. When you follow the data, keep your email health strong, and build variety into your sends, email becomes your highest-ROI marketing channel.
Talk to you soon!
Edoardo
P. S. If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.
If you’re interested, then simply click here.