Many beliefs that email marketers hold true regarding email are simply false, according to research and analysis conducted by my email marketing agency, Alchemy Worx. We analyzed data sourced from our work with customers and industry figures to arrive at our conclusions.
Here are seven such email myths, which are also presented in an infographic at the end of this article.
Myth 1. Consumers are drowning in emails from trusted brands
Figures from Alchemy Worx and the Direct Marketing Association's Email Tracking Report show that around 40% of consumers who receive brand emails are getting no more than three per day, on average, and almost two-thirds (63%) receive no more than six. Research from Merkle also suggests that three-quarters (74%) of consumers prefer to receive commercial communications via email, which means that consumers prefer emails from brands over contact via any other channel