Stop Believing These Email Marketing Lies 👀

Varun from The eCommerce Marketing Newsletter here.

Email is one of the most profitable marketing channels, but only if you stop building it based on myths.

From “best time to send” to obsessing over open rates, most eCommerce brands are following outdated advice that’s silently killing their results.

Here are 3 of the biggest myths we see (and what to do instead).

“Send Tuesdays at 10 AM — That’s the Best Time”

Nope. That’s average data, and your audience isn’t average.

Truth:
👉 The best time to send is when your audience engages, and that could be 11 PM for one segment and 7 AM for another.

What to do instead:

• Track your own send time performance over time.

• Use Klaviyo’s Smart Send Time or A/B test actual revenue per send.

• Segment by behavior: night owls vs early birds.

💡 Takeaway: Don’t send based on someone else’s blog post, send based on your own data.

“Open Rates Tell You Everything”

Open rates are a signal, not the final score.

Truth:
👉 Open rates can be inflated by iOS privacy or bots. What matters more is clicks and revenue per email.

What to do instead:

• Look at click-to-open rate (CTOR) to see how good your content is.

• Track revenue per recipient to judge performance.

• Use A/B testing based on sales, not just open %.

💡 Takeaway: Focus less on the vanity metrics, more on business outcomes.

“Email is for Discounts and Sales”

If you only email during sales, you’re training people to wait for them.

Truth:
👉 Email should be used to build brand, educate, and convert, not just push % off.

What to do instead:

• Create flows that educate (e.g., product usage, story, social proof).

• Build value-based campaigns that don’t discount, like reviews, behind the scenes, and founder letters.

• Reserve promos for real strategy,

  not a weekly panic blast.

💡 Takeaway: If you build trust between promos, your discounts work way better when you do send them.

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What’s on your mind? Hit reply and let me know what questions you have or topics you'd love to see covered! (I answer everyone)

Warmly,

Varun

Attention — Is your eCom brand making $40K+ per month? If so, let’s chat—I’m offering a free audit, letting you know exactly where you’re currently leaving revenue on the table & actionable steps to improve.

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