As digital transformation spreads across India, businesses are realizing the power of email marketing. Once a basic tool, it has now become a highly effective marketing channel. Yet, myths like “Email marketing is dead,” “People hate promotional emails,” and “It’s only for big brands” hold many businesses back. This is especially true for small and medium enterprises (SMEs), preventing them from using email as a serious strategy.
However, the facts tell a different story. With digital growth in India, email marketing helps brands build strong connections. By 2025, over 900 million people will use the internet, making email a key way to reach this audience. Studies also show that Indian consumers appreciate personalized and valuable brand communication.
In this article, we’ll break down seven common email marketing myths using Indian-specific data and examples. These insights show why email remains a powerful tool for businesses. By busting these myths, brands can unlock email’s potential to engage customers, build relationships, and drive high returns.
Myth #1: “Email Marketing is Dead”
Busted:
Far from being “dead,” email marketing is actually thriving in India, where the digital transformation is expanding. Over 74% of marketers in India say that email is critical to their success, according to a survey by Statista. In fact, India is seeing rapid growth in email users, which is expected to reach nearly 900 million by 2025, indicating a vast audience for brands to reach. Email provides a direct channel to communicate with consumers, especially in markets where personalized engagement matters more than ever.
Myth #2: “People Hate Promotional Emails”
Busted:
While spam is disliked everywhere, including India, that doesn’t mean people dislike all promotional emails. In a survey by DMA Asia, over 68% of Indian consumers said they appreciate receiving promotional emails from brands they trust, especially if they include exclusive deals or early access to sales. Further, Indians respond well to targeted and customized content. For example, segmented and relevant emails show a 94% higher click-through rate compared to general emails, showing that targeted promotional emails are actually welcomed.
Myth #3: “Email Marketing is Only for Big Brands”
Busted:
Email marketing in India is incredibly adaptable, making it a powerful tool for small and medium enterprises (SMEs). With affordable email marketing platforms like Zoho Campaigns and MailChimp offering competitive pricing plans in rupees, even startups with tight budgets can create, test, and optimize email campaigns. Studies show that small businesses in India report nearly 3x the ROI with email compared to social media, underscoring that this is not just a tool for large brands. As Indian SMEs continue to digitize, email marketing remains a vital and cost-effective strategy for growth.
Myth #4: “I Don’t Have Time for Email Campaigns”
Busted:
Many Indian businesses, especially SMEs, feel pressed for time. However, email marketing tools with automation features can make it much easier to manage campaigns efficiently. Platforms like Zoho and Netcore allow for the automation of sequences such as welcome emails, festival greetings, and abandoned cart reminders. Once set up, these workflows require minimal oversight, saving valuable time. A study by Netcore Solutions found that Indian businesses using email automation saw a 15-20% increase in conversion rates, highlighting the payoff of a one-time setup for long-term results.
Myth #5: “Email Campaigns Don’t Generate Engagement“
Busted:
Email remains one of the highest-engagement channels for brands in India. Personalized and interactive emails are seeing a significant surge in engagement rates. In India, open rates for targeted emails are around 19-20%, higher than the global average, according to HubSpot. Moreover, engagement-driven features such as in-email surveys, quizzes, and product recommendations help boost click-through rates by up to 40%. These features make email an interactive platform where users actively engage rather than passively scroll.
Myth #6: “Unsubscribes Mean My Campaigns are Failing”
Busted:
A common misunderstanding in India is that unsubscribes indicate campaign failure. In reality, unsubscribes are a natural part of list management, helping businesses maintain a more engaged and interested subscriber base. Indian email marketers use unsubscribe metrics to understand which segments of their audience are most responsive and optimize their content accordingly. A balanced unsubscribe rate (typically around 0.5% to 1%) is actually beneficial, as it allows companies to focus on retaining truly engaged users, ensuring better performance for future campaigns.
Myth #7: “Email is Only for Promotions, Not Building Relationships”
Busted:
In India, where customer relationships are highly valued, email provides an excellent platform for long-term engagement beyond just promotions. Brands can use email to share festival greetings, educational content, and personalized recommendations, nurturing relationships with customers. For instance, emails with localized content or culturally relevant messaging see higher engagement rates. According to MoEngage, nearly 62% of Indian consumers are more likely to engage with brands that send non-promotional, value-added emails, proving that email is a powerful relationship-building tool.
The myths surrounding email marketing in India often prevent brands from leveraging its full potential. By busting these myths, we see that email is a vibrant, highly effective marketing channel that holds significant potential for businesses of all sizes. As Indian consumers increasingly engage with digital media, email marketing provides a direct, personal way to communicate with audiences, nurture trust, and drive sales. Let’s put these outdated myths aside and embrace email marketing as a long-term strategy to grow and connect with customers.
