Email marketing platforms make some things super easy to do. But just because some features exist or are set up in a certain way, it doesn't mean they're right! There are things that email marketing platforms put in front of you that damage your mindset and perspective on email marketing. Things that are bad for your business! So today we're talking about the things you can do, but you shouldn't do. These are the 'lies' your email marketing platform is telling you. Ready to find out what they are? SOME EPISODE HIGHLIGHTS: (0:13) Want to get more sales from your email marketing? Grab our Click Tricks.(3:35) Fancy a 14-day FREE trial with Keap?(6:04) Re-sending to unopened.(10:16) Paying attention to your open rates.(13:07) Using fancy email templates.(15:50) Using your company name as the email sender.(17:32) Writing your subject line first.(20:24) Emailing ALL your subscribers ALL of the time. (22:56) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free - we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. 1. Re-sending to unopened The first thing we want to talk about is the big button that gives you the ability to re-send an email to the people who didn’t open it the first time you sent it. It’s called re-send to unopened, and it’s a horrendous idea.First of all, thanks to Apple and Android, email marketing platforms can't track opens accurately. We cannot rely on opens because Android will say everything is not opened and Apple says everything is! So if you re-send your emails to the people your system thinks haven’t opened them, there’s a good chance you’re getting it all wrong.The second reason why you don't want to re-send emails to people who haven't opened them is that it impacts your deliverability. If the email didn't get opened last time, banging people over the head with it isn't going to help you! And finally, there's a psychological reason why this isn't good. Each of us opens and engages with emails for different reasons. You might get an email from us and want to open it because you’re interested in the subject line. But the next day you might not care about the new subject line. So if an email didn’t work for you yesterday, it’s still not going to work for you today. You're better off crafting a brand new email with a new subject line.Re-sending to unopened is lazy, it affects deliverability, it’s hurting your reputation, and it’s not going to get you results.2. Paying attention to open ratesThe next 'lie' email platforms are telling you is drawing your attention to open rates. These are the biggest numbers in your email platform and one of the first things you see when you look at your dashboard. And metrics are important – we should all be paying attention to the metrics in our business. But open rates aren’t one of them.Yes, the fact that email marketing platforms still track them is useful. Because even though they're wrong, today’s open rates are still relative to yesterday’s and tomorrow’s. If today’s open rate is higher than yesterday's, that’s probably true...