What have we found to expand your email knowledge today?

Here are a few of our favourite links from across the email world, carefully curated just for you:

We’re also constantly on the lookout for new resources, news, tools and links, so hit us up if you’ve got something valuable to feature!

Literally, if we earned a Dollar for every bit of bad/ incorrect or simply untrue information out there, we’d be pretty rich by now.

Our goal as email is to enrich, not just to “get rich”. Following the wrong email advice is certainly not going to do either of those.

But what should you believe?

Firstly, don’t believe everything you read.

Sure, sounds easy enough, but with “experts” with little actual experience (or street cred) spouting nonsense that they claim is backed, it can be tough.

This email is a good place to start.

Let’s unveil the top 8 bits of misinformation we recently discussed on LinkedIn to help our community avoid the bad stuff (and continue sending good emails).

1. “Tuesday at 10 am is the best time to send”

Nope. Your audience’s best time isn’t someone else’s. Testing beats rules of thumb in this case.

As much as there are better times to send than others for specific niches, industries or email types, it takes a bit of work to find what works for you.

2. “Short subject lines always win”

Longer ones work fine if they’re clear and relevant. Its context, relevance and trust, not word count, that drives opens.

You don’t want your subject lines to cut off or disappear, especially on mobile, so keep them brief for the best effect here, guys.

3. “Never send more than once a week”

Frequency isn’t evil. If your content is good and expected, people will want more of it.

It might be tricky finding the right balance - We spoke about getting this right back in Volume 19 (check that out here).

4. “Unsubscribes are bad”

Wrong. Unsubscribes save your deliverability and help you keep a healthy list.

Let them go. Anyone who sticks around and doesn’t want to be there will only harm your plans and metrics (while wasting your time).

5. “A bigger list is always better”

Nope. A small, engaged list beats a bloated one full of ghosts and spam traps.

Grow with intention, not as an ego metric. Your audience will make or break your email strategy and how you grow.

6. “You must avoid the Promotions tab at all costs”

Not true. Gmail’s Promotions tab isn’t a spam folder. It’s where people expect brand emails.

Many users check it first when shopping or scanning deals, so make it part of your strategy and join the resistance - don’t fight it!

7. “Subject line words like ‘free’ trigger spam filters”

Nope. Filters look at patterns and reputation, not single words anymore.

Your engagement and avoiding being reported as spam are far more crucial to avoiding future spam filters. Send good emails.

8. “Email is dying”

We’ve heard this for 20 years. Email keeps growing, and inboxes are busier than ever.

Take our word for this! The Email Advice in Your Inbox audience has doubled since the beginning of 2025 - and we’re so stoked that you’re along for the ride!

With so much false information out there, what the heck should you believe?

Well, there are 3 things you can do to help avoid winding up in the misinformation trap that we recommend:

Test everything

Here’s a quote that’s stuck with us for a while: “Hope isn’t a strategy”. Hoping that something works without testing is the fastest way to trip yourself up.

Look, we’re not saying test the bad stuff (like buying lists or spamming your audience), but deciphering what works for you is best. There’s no one-size-fits-all.

Test different send times, those emojis in your subject lines and heck, grow your audience to be as big as it can be - But, as always, test, check, measure and iterate.

Follow trusted sources

It’s tempting to follow the “marketing bros” who promise overnight growth and get-out-of-the-promotions-folder advice, but in reality, they’re probably prescribing to fallacies that they themselves have not even tested.

Where to find trusted sources? Our Ultimate List of Newsletters is a good place to start.

We scrutinise each email for accuracy to the best of our ability, and highly recommend some of the newsletters on this list to learn from.

Check dates and context

What was true in email in 2015 is likely no longer relevant or accurate in 2025.

Check the dates and author profiles for the information you’re reading, and make sure you’re asking yourself one simple question every time you share information:

“Is this current, cross-referenced, and relevant to my audience?”

The good news? You don’t need to listen to every “expert” shouting on LinkedIn.

You’ve got the power to test, to look at your own numbers, and to cut through the noise. If something feels outdated, vague, or too damn good to be true, it probably is.

At the end of the day, email is about people, not hacks.

Focus on relevance, respect, and relationships, and you’ll be way ahead of those senders still trying to hide their unsubscribe link.

And, as always, we’ll be here helping you separate the gold from the garbage, one inbox myth at a time.

The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.

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Want to troll someone in the email game? Here’s an idea (you didn’t hear from us)…

We stumbled on this gem by Alex Moore on LinkedIn, and man, did this elicit a chuckle. We’re sure this is a friend (or super unhappy, yet creative customer), but still, it’s brilliant.

A tip? Test your welcome sequence often enough that you aren’t re-entered into your welcome sequence (or consider this a reminder to prevent re-enrollment, too).