People make email WAY too complicated.<\/p>\n
Especially people obsessing over open rates, click thru rates, opt out rates and deliverability rates.<\/p>\n
You’ll waste your life doing that.<\/p>\n
Here are a few reasons why:<\/p>\n
1. Yes, there are *some* things you can do for deliverability.<\/strong><\/p>\n But, delivery is mostly outside your control — dependent on your auto-responder’s relationship with ISP’s, staying off black lists, deleting accounts that get lots of spam complaints (when other people using your auto-responder get high spam complaints, it can hurt your deliverability), etc.<\/p>\n 2. If you take the long view today’s open rates are irrelevant.<\/strong><\/p>\n Why?<\/p>\n Because silly, you can come at them again tomorrow…<\/p>\n 3. Open rates are hard to accurately track.<\/strong><\/p>\n Especially with smart phones which don’t usually have images turned on (and thus, aren’t tracking opens).<\/p>\n 4. Higher click-thrus don’t necessarily equal higher sales.<\/strong><\/p>\n Nor do higher open rates.<\/p>\n Spammers sometimes get huge click-thrus and opens, but few sales. A guy once asked me how I track my ROI if I don’t track opens.<\/p>\n Which was odd.<\/p>\n I mean, how would you track ROI with opens?<\/p>\n Opens aren’t sales…<\/p>\n So, what’s the solution to all this?<\/p>\n It’s simple:<\/p>\n Instead of obsessing over things mostly outside your control like better email deliverability… focus on writing better emails.<\/p>\n Building a *responsive* list.<\/p>\n And, yes, learning to sell.<\/p>\n (In a way people like buying from).<\/p>\n You’ll make more sales.<\/p>\n Waste less time.<\/p>\n And there will be peace in your world…<\/p>\n Speaking of peace:<\/p>\n The next “Email Players” issue delves deep into the psychology behind our Nobel Peace Prize winning president’s 2012 campaign fundraising emails. (Most of the $690 million online donations were via email, NOT social media.)<\/p>\n Lots of cool insights.<\/p>\n And, lots of profitable insights, too.<\/p>\n Subscribe in time here:<\/p>\n