Myth No. 1: Send business-related information during the week because subscribers don't read their business email on weekends.

Reality: Work schedules and segmented email addresses are not an issue affecting when email is read. The assumption had been that business people have separate email addresses for their business and personal email. It turns out that a majority use the same email address for both, and even those with multiple email accounts read all their email whenever they like.

Myth No. 2: Don't send emails too frequently because people will unsubscribe if they are bombarded.

Reality: The number of emails has little to do with unsubscribe rates. In fact, the data shows that the difference in unsubscribe rates between once-monthly and once-daily transmissions is insignificant. If your readers want what you are providing, they will welcome getting your email more frequently.

Much depends on the timeliness and volume of information available on your topic. If you are reporting on very active topics, more is better.

Myth No. 3: Once a subscriber has signed up and likes the content he receives, he will pay attention for a long time.

Reality: The average length of reader engagement, measured in click-throughs, is about 4 months, though subscribers may stay subscribed for a very long time. Many subscribers will simply ignore your emails rather than unsubscribing. The real measure of involvement is their interaction with the content. Continue to find new subscribers so that your involvement metrics remain viable.

Myth No. 4: The best time to send your marketing email is 11:00 a.m. on Tuesday.

Reality: Send on the weekend. Since business and personal email is read whenever your recipient decides to read it, connecting during business hours produces negative results. Data shows that there is a very high open rate during weekend hours, and that rate drops precipitously beginning early Monday morning and does not climb until late Friday evening.

Myth No. 5: People will read email when they are done with their work day.

Reality: Recipients will read it at the most appropriate time for their schedules, if they are interested in and expecting your email. Send early in the morning, at around 6:00 a.m. local time. People tend to read email like a newspaper. For a growing number, that means with coffee or during their commute.

Myth No. 6: Catch readers when they are at their desk and have time to read your message.

Reality: 80 percent read email on their mobile devices. The migration to mobile devices has already had an effect on reading habits, and email reading is no exception. Make sure your content will format correctly on any mobile device.

Myth No. 7: Limit the number of links in your email, because recipients will assume you're trying to get them to visit your Website.

Reality: The number of click-throughs increases in direct proportion to the number of links in the email. More links mean more clicks. Recipients assume you're trying to provide deeper information by linking to external resources. Don't disappoint them.