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Every issue of this newsletter gives you the exact systems, strategies, and principles I’ve used to generate 8 figures (almost entirely) with email marketing. So you can build your own systems that will carry you through the next algorithm change or recession. This is what actually works.

One of the most common worries I hear from new email marketers goes something like this. I sent an email to 500 people, and only 60 opened it. What am I doing wrong?

My answer usually disappoints them.

Probably nothing.

Most emails are never opened. That has been the case for decades, long before anyone was complaining about inbox overload or algorithms or AI. The average open rate has hovered somewhere between 15 and 30 percent for as long as email has existed. If you're sitting at 12 percent, you have room to improve. If you're sitting at 25 percent, you're doing better than most professional marketers I know.

Here is what most people miss when they panic about open rates.

Every email you send gets delivered. And while a subscriber may skip today's email, and tomorrow's email, and the one you sent last Tuesday, eventually one of them will catch their attention. Once that happens, something interesting usually follows.

They go back and start reading the ones they missed.

I see this play out constantly in my own business. People click links in emails I sent three months ago. Six months ago. A full year ago. Whenever I run a promotion, I get dozens of messages from subscribers saying things like, I just saw your email about this, is the offer still available? I was in the middle of moving when you sent it. I was going through a tough stretch last month. I was traveling.

That backlog of emails sitting in their inbox is a library. A body of work they return to whenever something finally pulls their attention into focus.

Now, all of this assumes you're sending email regularly. If you send three emails a month, what you have is a pamphlet. The compounding effect only kicks in when there's enough material to come back to.

Before we go any further…

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Now, as I was saying…

Here is where things get interesting.

Even when people are reading their email, they're barely reading it. The average person sees somewhere between ten and twenty thousand ads, messages, and notifications a day. The brain has no choice but to filter almost all of them out. If it tried to process every single message that crossed its path, you'd be paralyzed before noon.

So the brain develops a survival mechanism. It scans. It ignores. And it occasionally pauses for something that feels personally relevant.

Dan Kennedy once told a story I've never been able to shake.

He talked about a man whose young son had a serious bedwetting problem. The kind that consumes a household. The father thought about it at work. He thought about it on his commute. He thought about it while folding sheets and lying awake at night staring at the ceiling. Every conversation with his wife came back to it. The problem occupied every quiet corner of his mind.

One day, this man is pushing a cart through a superstore, walking past a wall covered in advertisements. Credit card offers. Investment opportunities. A car dealership running a weekend special. Twenty or thirty different messages crammed into one space, all written by professional marketers, all paid for with real advertising budgets.

He doesn't see a single one of them.

Until he spots a small sticker, no bigger than a Post-it note, with a handwritten-looking message. Bedwetting can be a sign of anxiety or depression. Below it, the phone number for a child psychiatrist.

He stops walking. He pulls out his phone. He calls the number on the spot.

The sticker won for a reason that had nothing to do with copy. If you had Ogilvy himself rewrite those credit card ads, the result would have been the same. That man walked past them without seeing them.

He was carrying one thing in his head that day. And only the message that matched that one thing could break through.

This is exactly how your subscribers operate. Every time they open their inbox, they're walking past your version of that wall. They're scanning for the one thing that matches what is currently sitting in their head.

Which means your job, more than anything else, is to know your market well enough that the subject line you wrote feels handwritten and stuck to the wall just for them.

When you know what your subscribers are quietly thinking about at three in the morning, accuracy beats cleverness every time. The marketers who win are the ones who outlisten everyone else.

Most email marketers spend their time trying to write the perfect email. The smarter ones spend their time trying to understand what is actually keeping their subscribers awake at night.

Once you understand that, the email almost writes itself.

And the people who needed to read it will find it. Today, tomorrow, or six months from now, when they finally come back to the library you've been quietly building for them.

P.S. Want to know why I care so much about this topic? I broke it down on this podcast episode. Listen, and you'll see why it should matter to you, too.