There are a lot of mysteries surrounding email marketing. Organizations and businesses want their audiences to read emails, and they want their audience to do specific things. A wide range of behaviors may happen over time when people open emails. Overall, email marketing is a smart way to engage audiences. As discussed in an article on, it’s estimated that e-mail provides a 4,300% Return on Investment, based on information from the Direct Marketing Association.

Stay optimistic. It’s important not to get discouraged or fall into certain patterns. Here are some insights about common email marketing misperceptions:

1. Bolder Text Throughout the Email is More Meaningful

Make sure emails looks welcoming, friendly, or inviting. If an email has overly bold text in most of the layout, it doesn’t mean people will read it or react better. In fact, the over usage of bold or large text may drive part of your audience away. Email design that gets the message across in a useful, entertaining, or informative way is key.

2. If People Opened the Email, They Read Everything

Just because someone opens an email, doesn’t mean they took the time to read the whole thing or they focused on it. Some people might open an email two or three times before acting on it. It’s common for people to open emails and then get distracted by other things. If someone opens an email, it’s a good indicator that you captured part of their attention, at the very least.

3. If People Didn’t Do Anything After Opening the Email, It Didn’t Work

You’ll find that a percentage of people don’t click on a link or respond to an email right away. That’s an expected part of email marketing, and it doesn’t mean your marketing efforts failed. When people read an email, the information stays in their mind, and they might act later when they have some free time. For example, if they read an email about a sale or promotion, they might not click-through that email, but visit the retail website later that week or month. Consider sending helpful reminder emails if you think customers didn’t take the time to fully read or act on an email the first time around.

Remember not to send too many emails, but don’t send too few. It’s about finding the right balance for your email audience. Well-planned email campaigns serve as helpful reminders and notifications of new events. To learn more about email marketing, contact us.