Stop Believing These Email Myths

Hey! Varun from The eCommerce Marketing Newsletter here.

Email marketing is full of bad advice.

You’ll hear stuff like “Send more emails!” or “Design matters more than copy!”

Most of it? Flat-out wrong.

If you’re running a serious ecommerce brand and want emails that actually drive revenue, you need to challenge the playbook.

Let’s bust 3 common myths, and give you the truth backed by results.👇

MYTH #1: Only send campaigns when you’re running a sale

📌 FACT: Campaigns should train your audience to expect value, not just discounts

Why this myth is dangerous:
If your list only hears from you when you want money, they'll start ignoring you.

What to do instead:

• Mix in non-promotional content: customer stories, BTS, product uses

• Send content at least weekly to build consistency

• Treat each email like a touchpoint, not just a cash grab

Pro tip:
Create a content cadence: promo → story → value → promo
(Use Klaviyo’s Smart Send Time to test timing without guesswork.)

MYTH #2: A/B tests are only for subject lines

📌 FACT: Testing content blocks, CTAs, and offers can double your conversions

Why this myth is dangerous:
You’re leaving huge money on the table if you only test what gets clicks — not what gets sales.

What to do instead:

• Use Klaviyo’s A/B split by % to test hero images vs. no image

• Test buttons vs. plain text links

• Try different value props (e.g. “eco-friendly” vs. “lasts 3x longer”)

Quick win idea:
Pick one variable per test. Over 3-4 sends, you’ll know what really works.

MYTH #3: Design is more important than copy

📌 FACT: Design brings them in, but copy makes them buy

Why this myth is dangerous:
Beautiful emails can still underperform if they don’t say the right thing.

What to do instead:

• Lead with benefit-first headlines

• Use short copy chunks that are skimmable

• Write like a human, not like a brochure

Pro tip:
Think of design as a support system. Clean layout + powerful copy = best of both worlds.
(Use tools like TinyPNG and alt text to protect deliverability, too.)

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Some Helpful Links

📥 Download 20+ Proven Ecommerce Email Templates (Free)
🎥 Watch Me Audit a 7-Figure Brand’s Emails
📊 See Why Infographics Convert Better Than Longform in Ecom

How I Can Help

1. Interested in having us handle your email & SMS marketing fully done for you

   Schedule a call here: runjmedia.com

2. Get high-converting automated email flows set up for your e-commerce brand with a one-time payment – if we don’t beat your current purchase rate, you’ll get a full refund.

   Book a call here: runjmedia.com/book-in-page

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.

Schedule a call here 👈