Email marketing can be confusing because there are no clear, universal rules, and many tips that you find in online resources are outdated. A lot has changed in email marketing over the years.
Spam filters have become smarter, privacy features have changed how metrics are tracked, and built-in security tools interact with your emails before your subscribers see them.
Some email marketing best practices from five years ago may no longer work. Here are six common myths, why they’re outdated, and what to do instead.
Myth 1: You need a 60/40 text-to-image ratio
Where this comes from
Many old-school email marketing guides say that you need to have a 60% text to 40% image ratio, or something similar, to avoid spam filters and keep things “readable”.
Why it’s no longer true
To some extent, this used to be true, but modern spam filters have evolved and don't work off text-to-image ratios anymore. They now look at engagement, sender reputation and content as a whole.
Images are often blocked by default, so emails that rely too heavily on visuals may not display or communicate their message properly.
What to do instead
Design your email so it still works with images switched off. Additionally, preview your email without images and check that it still makes sense using just the text and alt text.
Beyond that, your ratio doesn't matter. Just avoid putting lots of text inside images. Where you do, make sure the alt text describes the image properly.
Myth 2: Emojis in subject lines are always good (or always bad)
Where this comes from
Whether or not to have emojis in subject lines is another point of debate. Half the internet says emojis boost open rates. The other half says they look like spam and hurt deliverability.
Why it doesn't hold up
The truth is that both claims are partly true and partly false.
Emojis aren't good or bad in themselves. How they are used and perceived by your subscribers is what makes them a good or a bad choice for your email subject line.
For example, an emoji might be a great fit for a playful D2C brand but a bad choice for a professional newsletter on important business topics.
What to do instead
Run your own test to find out what works and what doesn’t. Send one version of your subject line with an emoji and one without, to a sample of your list.
Then try the emoji in different spots – once at the start and once at the end. Let your own results decide, not someone else's blog post.
Myth 3: Short emails always convert better
Where this comes from
There are also guides that say “keep your emails short”, but that isn't always true.
Why it doesn't hold up
This is the wrong way to look at it because email length depends on the type of email you're sending.
For example, a weekly roundup newsletter needs to be long enough to cover everything. Cutting it short may do more harm than good.
On the other hand, abandoned cart emails should be short and clear, focusing on urgency and a single CTA.
What to do instead
Match the length of your email with the type of content.
For newsletters and roundups, give each piece of content the space it needs. For sales emails, get to the point as quickly as possible.
Myth 4: Industry benchmarks tell you how you're doing
Where this comes from
Email marketers, especially those new to email marketing, often focus too much on industry benchmarks and compare their results to them. However, in most cases those figures are too broad and may not hold true for your niche or industry.
Why it doesn't hold up
Most of these “industry benchmark” reports combine wildly different list sizes, sending schedules and audience relationships into a single number.
For example, a benchmark report might say the industry average open rate for technical newsletters is X%, but it often doesn’t mention the size of the mailing lists. Smaller lists typically have higher open rates, while larger lists tend to have lower open rates.
The definition of a “technical newsletter” (the category you're comparing against) can also vary widely. For example, some might classify Apple’s newsletter as “tech”, while others might put it under “consumer goods” or “e-commerce”.
What to do instead
Track your own metrics over time. A 5% increase over your usual open rates tells you more than any industry benchmark. Look at your campaign reports month by month and note what changed when results went up or down.
Myth 5: There's one best time to send marketing emails
Where this comes from
There are many email marketing guides that say things like “Tuesday at 10am is the best time to send your newsletters” or “Never send newsletters on a weekend”.
Why it doesn't hold up
The primary issue with this is that it’s universal advice, and there’s no single time or recommendation that fits everyone or every newsletter. The best time should be the one that works for your audience, their time zone and daily habits.
What to do instead
The best option here is to let your subscriber data decide.
And very soon, it'll become even easier. Our upcoming Smart Send feature lets you send your campaign at the best time for each individual subscriber, so you don't have to guess.
Myth 6: Clicks are a 100% reliable metric
Where this comes from
After Apple launched Mail Privacy Protection, which inflated open rates by around 10–20%, many email marketers started treating click-through rate (CTR) as a reliable metric.
Why it doesn't hold up
Many marketers still rely on CTR, but that's no longer a safe bet.
Enterprise security tools such as Microsoft Defender, Proofpoint, Mimecast and Barracuda click every link in incoming emails to scan for malware – before a person ever sees the message.
Research from M3AAWG (the Messaging, Malware, and Mobile Anti-Abuse Working Group) found that between 20% and 80% of recorded clicks on B2B emails can be non-human. For B2C, it can be up to 10%.
Depending on your list, a good share of your “engaged” clickers may never have been people at all.
What to do instead
Put more weight on conversions and sales than on opens and clicks. If someone didn't buy, sign up or take the action you asked for, the click alone doesn't tell you much.
Adding UTM parameters to your links helps you follow subscribers through to your website and see what they actually did there.
Build your own rulebook
The best email marketing advice for your business comes from your list. Test your ideas, track your trends and focus on the results that actually move your business forward.
FAQs
What is the best time to send marketing emails?
There isn't one best time for everyone. It depends on when your subscribers check their inbox, which varies by audience, time zone and routine. Testing different send times, or using a feature that sends at the best time for each subscriber, works better than a fixed rule.
What is a good average email open rate?
Published averages vary a lot between platforms and industries, and privacy features like Apple Mail Privacy Protection have made open rates less reliable. It's more useful to compare your open rate against your own past campaigns than against an industry figure.
Do images in emails affect deliverability?
Images alone aren’t what sends your emails to spam. But if the essence of your message only appears on images, some readers won't see it. Always add alt text and check that your email makes sense with images turned off, too.
Are email click-through rates accurate?
Not always. Security tools used by many businesses click links automatically to check them for threats, which can inflate click numbers, especially on B2B lists. Conversions give a clearer picture of real engagement.
Should I use emojis in email subject lines?
It depends on your brand and audience. The best way to find out is to A/B test a subject line with and without an emoji on your list.
