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Email Marketing Myths: What Still Works in 2025?

Every year, a new headline declares the death of email marketing. Yet, every year, email remains one of the most resilient and effective tools in a marketer’s arsenal. If you’ve ever wondered whether the old advice about email still applies, or if you’re tempted to believe the latest myth circulating on LinkedIn, you’re not alone.

Let’s cut through the noise. Here’s a closer look at the email marketing myths that stubbornly persist and what actually works in 2025.

The Persistence of Myths

It’s easy to fall for bold predictions and “hot takes,” but many misconceptions about email marketing continue to cloud decision-making. These myths can cost you engagement, conversions, and growth if you let them dictate your strategy.

Myth #1: Email is Dead

The prophecy that email marketing would be made obsolete by social media or messaging apps has circulated for more than a decade. Yet, the data tells a different story. According to Statista, the number of global email users topped 4.7 billion in 2024, with the average ROI for email campaigns holding steady at $36 for every $1 spent.

Email remains a direct, personal, and permission-based channel, three qualities that have only grown more valuable as digital privacy concerns rise. Algorithms and ad blockers can’t stop a well-crafted email from landing in your subscriber’s inbox.

Myth #2: Younger Audiences Don’t Use Email

It’s tempting to believe that Gen Z and Millennials have abandoned email in favor of TikTok DMs and Snapchat stories. But recent surveys show that younger generations actually check their email accounts several times per day, often for transactional updates, brand communications, and even newsletters.

Smart brands are using email to reach young consumers where they manage their online lives: inboxes filled with curated content, shipping alerts, and exclusive offers.

Myth #3: Personalization is Creepy or Overrated

Personalization has gotten a bad rap, with some marketers fearing that using a customer’s name or preferences will come off as invasive. In practice, respectful personalization like tailored product recommendations or content based on past interactions can dramatically boost engagement.

What’s changed in 2025 is the sophistication of personalization. Dynamic content, AI-driven segmentation, and behavior-based automation now allow brands to deliver relevance at scale, without crossing the line into “creepy.” Consumers have come to expect relevant content, and when done thoughtfully, it’s appreciated.

Myth #4: Short Emails Always Perform Better

The advice to “keep it short” is everywhere, but brevity doesn’t always win. The most effective email length depends on your audience and purpose. Transactional updates and reminders? Yes, keep them concise. But for storytelling, product launches, or educational content, longer emails can outperform when they deliver genuine value.

A study by Campaign Monitor found that emails with between 50 – 125 words often achieve the highest click-through rates when the content matches the reader’s intent and interests.

What Actually Works in 2025

So what should you focus on this year? Here are tactics that continue to deliver:

  • Permission-Based Lists: The health of your list matters more than ever. Quality, engaged subscribers outperform large, unengaged lists.
  • Mobile Optimization: With over 70% of emails opened on mobile devices, responsive design is non-negotiable.
  • Genuine Personalization: Use behavior triggers, preferences, and clear value exchanges to personalize content (not just first names).
  • Interactive Content: Polls, quizzes, and embedded video continue to drive engagement rates higher.
  • Clear Calls to Action: Every email should have a single, compelling next step, whether it’s reading a blog post or claiming an offer.

Key Takeaways for Marketers

  • Don’t let outdated myths dictate your strategy.
  • Invest in email list quality, not just quantity.
  • Personalization is powerful when done with respect and relevance.
  • Match your message length to your content and audience.
  • Focus on mobile-first design and interactive elements.

Our Take

Email marketing remains a workhorse, not a relic. When you separate fact from fiction and adapt your tactics to what actually works, you’ll find that email continues to offer unmatched reach, ROI, and connection with your audience.

What’s your experience with email marketing myths? Share your thoughts below or let us know which tactics have worked best for your brand in 2025.

Travis Franklin

Travis grew up on a third-generation farm and ranch, where he learned the value of hard work and planning ahead. This agricultural background shaped his approach to business—grounded, determined, and always forward-thinking. With a career spanning diverse industries such as finance, FinTech, agencies, start-ups, retail, manufacturing, agriculture, IT services, building materials, non-profit, and healthcare, Travis brings a wealth of knowledge and a fresh perspective to every project. He’s passionate about the nuts and bolts of marketing but thrives on solving the bigger strategic problems that companies face. Outside the office, you’ll find Travis exploring the world on his adventure motorcycle, spending time with his kids, searching for warmer weather, and striving to make the world a better place.