Email marketing has been around for years, which is exactly why so many Irish business owners think they already know what works and what does not. The problem is that much of what gets repeated is outdated or based on bad experiences from a long time ago.

Across Ireland, from Carlow to Kilkenny to Waterford, we still hear the same concerns from small and medium businesses. Email marketing is annoying. Nobody reads emails anymore. It takes too much time. It only works for big brands.

None of these are quite true.

Let’s look at the most common email marketing myths Irish businesses still believe, and what actually matters today.

Myth 1: Email marketing is dead

This is probably the most common one. Social media feels louder and newer, so email gets written off as old-fashioned.

In reality, email is still one of the most reliable digital channels available to Irish businesses. Unlike social platforms, you actually own your email list. You are not at the mercy of an algorithm changing overnight.

Email continues to work because:

• Almost everyone checks their inbox daily

• It reaches customers directly, not through a feed

• It supports long-term relationships, not just quick clicks

Social media is useful, but it should support your email list, not replace it.

Myth 2: People hate getting emails from businesses

People do not hate emails. They hate irrelevant emails.

If someone has signed up to hear from you, they expect useful updates. The key is respect. Fewer emails with a clear purpose always outperform constant noise.

What Irish customers respond well to:

• Clear value, such as tips, updates or early access

• Honest language that sounds human

• Emails that get to the point quickly

If your email sounds like it was written by a real person, people are far more likely to read it.

Myth 3: Email marketing is just salesy promotions

Many businesses think email marketing means shouting about offers every week. That approach rarely works long-term.

The strongest email strategies focus on trust first. Sales come later.

Good email content can include:

• Helpful advice related to your service

• Behind-the-scenes updates from your business

• Answers to common customer questions

• Occasional offers that feel relevant, not forced

For example, a trades business in Waterford might share seasonal maintenance tips. A local retailer in Kilkenny could highlight new stock and explain why customers love it.

Myth 4: You need a massive email list

You do not need thousands of subscribers to see results.

A small, engaged list is far more valuable than a large list of people who never open your emails. We often see Irish SMEs get great results with lists under 500 subscribers.

What matters more than size:

• How people joined your list

• How relevant your content is

• How consistent your communication feels

Email marketing rewards quality over quantity.

Myth 5: Email marketing takes too much time

Yes, it takes some effort, but it does not need to take over your week.

Most small businesses do well with one or two emails a month. A simple structure helps keep things manageable.

A practical approach:

• Plan one theme per month

• Write in plain language

• Keep emails short and focused

• Reuse ideas from social posts or customer questions

Once you get into a rhythm, email marketing becomes one of the easiest channels to maintain.

Myth 6: Open rates and clicks are all that matter

Metrics are useful, but they are not the full story.

An email that gets fewer clicks can still plant the seed for a future sale. Many people read emails and act later, especially in service-based Irish businesses where decisions take time.

Focus on:

• Consistency rather than chasing perfect numbers

• Replies and enquiries over vanity metrics

• Whether emails support real conversations

Email marketing works best when it feels like an ongoing relationship, not a performance report.

Myth 7: You can just copy what big brands do

Large brands have teams, budgets and audiences that work very differently to Irish SMEs.

What works better for local businesses is personality and familiarity. Customers like knowing who they are dealing with.

Small businesses win by:

• Writing like a real person, not a campaign

• Sharing local context and experience

• Being honest and approachable

A local voice often beats polished perfection.

The reality of email marketing for Irish SMEs

Email marketing is not about tricks or clever tactics. It is about staying visible, useful and trustworthy.

For Irish businesses serving local or national audiences, email remains one of the most cost-effective ways to stay connected without relying entirely on social media platforms.

If you strip away the myths, what remains is simple:

• Say something worth reading

• Say it clearly

• Say it consistently

That is where email marketing quietly does its best work.

If you are unsure where to start or want a second opinion on your current email setup, a friendly chat can often clear things up. Sometimes a small change makes a bigger difference than you expect. https://www.yourmarketingstory.ie/email-marketing