You have have been lied to about email marketing.
Yes. And today you’re going to learn the 8 biggest lies you’ve been told about email marketing. And you’ll see why each and every one of them is total nonsense.
We’ll start with the biggest lie of all:
Email Marketing Lie #1: Email Marketing Is DEAD
More emails get sent every single year. Just look at industry stats:
And the ROI on email is astronomical relative to every other form of marketing.
Omnisend reports it as 40x. So for every $1 you spend on email marketing, you make $40 back.
Plus, when was the last time you signed up for anything online without being asked for an email address?
You can’t get a social media account without an email address.
You can’t set up online ads without an email address.
And think about the companies in the world that have the most data like Google, Meta, and Open AI.
They all run aggressive email marketing campaigns.
And they demand an email before you sign up for their services, including ChatGPT:
Email Marketing Lie #2: People Don’t Want Emails
More nonsense.
People check their email addresses multiple times a day.
And they give away their email addresses for all kinds of stuff.
People want emails as long as those emails offer value in the form of entertainment, information, and deals.
People just don’t want crappy emails.
Email Marketing Lie #3: You Should Send As Few Emails As Possible
Again, if you write good emails that offer value, people will want them.
And if you’re really good, you can send emails every single day.
One of the biggest wakeup calls I’ve ever had is that when I realized that the more emails you send, the more money you make.
You’re probably thinking, “Oh, but people are going to unsubscribe and mark me as spam.”
I’ll explain later on why that is not a big deal.
Email Marketing Lie #4: You Need to Be a Great Writer.
I know you were told in school that it’s very important to have perfect grammar and structure your sentences just right.
But in real life, nobody cares.
As long as your message is simple and clear, people will forgive your misspellings and typos.
And if you’re really, really worried about your writing, just take your email, dump it into ChatGPT, and use this prompt:
“Fix all the spelling and grammatical errors, and rewrite this email in the simplest language possible.”
Focus on delivering value, not getting every comma exactly right.
Email Marketing Lie #5: Your Emails Need to Look Fancy
My most profitable emails are plain text emails that don’t even have a logo on top.
They look like this:
You can guess why plain text emails work.
Because they feel like real emails from friends or colleagues.
Now, if you’re doing e-commerce where you’re selling makeup or sunglasses or perfume where people to want to see the actual item, then yeah, you need to have some graphics.
Like in this email from Sunglass Hut:
But for most marketing, plain text emails work just fine.
And if you don’t believe me, just perform your own tests.
Email Marketing Lie #6: Email Open Rates Are Real
People love to brag about their open rates on social media.
In fact, I’ve done it myself, even though I know open rates are fake.
Years ago, Apple introduced something called Mail Privacy Protection.
To make a long story short, it aims to block the tracking of email opens.
So every email sent to an Apple device is automatically marked opened.
That artificially boosted open rates.
When Apple introduced MPP, open rates went through the roof.
Your 15% open rate went to 40% overnight.
In the past, I worked with hugely profitable email lists with open rates below 10%.
If you’re really interested in how your emails are performing, focus on sales, clicks, and overall engagement.
Because open rates aren’t even close to accurate.
Email Marketing Lie #7: Unsubscribes Are a Big Deal.
Do not freak out if people unsubscribe from your email list.
When someone hits that button to opt out, they are saying “I’m just not that into you.”
And that’s okay.
Because if your message is for everyone, it’s boring. So it’s for no one.
Unsubscribes don’t reflect the value you’re offering.
It’s just a mismatch between you and the reader.
And and there’s another benefit to getting people off your email list.
It lowers your email bill because we all pay by the number of subscribers we have.
That’s just one reason I regularly throw people off my email list.
And again, sales should be your focus.
If you’re making lots of sales, who cares about people unsubscribing from your list? It doesn’t even matter.
You also have to remember that unsubscribes are a form of engagement.
They’re they are a sign that your emails are resonating.
People are paying attention.
Email Marketing Lie #8: You Can’t Sell High-Ticket Items Over Email
I thought this was true when I was just getting started.
But now that I’m further in my career, I’ve sold items up to $7,500 over email.
Now, you can’t sell those to everybody.
Expensive things are for customers deep in the funnel.
Say your list has 10,000 people on it.
There might only be 200 people on your whole list that qualify for an offer that’s $5,000, $10,000, or even $20,000+.
But they are there, and you can reach them by email.
Don’t ever assume you can’t sell something over email.
And remember, your downside risk is near-zero.
Sending one more email is basically free, so why not try?
The worst case scenario is you send an email into the universe and it fails.
Nobody cares.
People will read it and forget 30 seconds later.
But some people just might buy.
So why not try?
And if you’re interested in selling high ticket items over email, go here and pick up my free video course teaching you to sell $1,000+ items over email.
