At a time when tips and tricks for running an online business are so readily available, it should be easy to learn about achieving success. But how can you tell the difference between sound advice and seemingly sound myths?

Here's a list of eight e-commerce myths you need to stop believing in right now.

1. Email automation means 'set it and forget it'

Email automation is great, but the last thing you want to do is to keep sending emails that are not performing well; doing so will have an adverse effect on your email marketing ROI. So, don't follow a set-it-and-forget-it approach. Once you automate an email campaign, you need to monitor the key metrics, including open rates, click-through rates, and conversion rates, to see how well the campaigns are performing—and make tweaks to the nonperforming ones. And because large percentages of automation campaigns consist of triggered emails, you need to rely on sound data to ensure your trigger rules are still relevant and continue to drive the actions you desire.

2. Popups are annoying

Yes, popups can annoy people, and they can do more harm than good if you don't show the right message to the right person at the right time. But, done right, popups can skyrocket your subscriber count and conversions. (Here are a few tips to make your popups effective.)

3. Acquisition is just as important than retention

Acquisition and growth are two separate things, but marketers can mix up the two. Traditionally, most marketers were focused on top-of-the-funnel activities. But just because you're acquiring new customers doesn't mean you're growing. The problem is, too many businesses are still making the dreaded mistake of not focusing enough on retention, and spending most of their budget on acquisition. Focusing on retention is not a nice-to-have; it's a necessity. Keeping customers is as important as, or more important than, acquiring them.

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image of Reshu Rathi

Reshu Rathi is the director of marketing at MarketJoy, a B2B sales development company.

LinkedIn: Reshu Rathi

Twitter: @reshurathi