Open this or don’t, I had fun

The other day I asked if you wanted more email content from me.

Nature of Marketing Newsletter subscriber, Heythem Naji, replied:

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"honestly I just like you talking about whatever. I follow you because its you (but thats me haha)."

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Which led to us chit-chatting back and forth about open rates, inbox placement, and the dreaded promotions tab. But his reply reminds me of why I recently stopped worrying about open rates and the promotions tab altogether.

In fact, I’ve completely disabled “tabs” in my gmail inbox altogether, and everything goes to primary.

So I don’t even think about promotions tabs anymore until someone brings it up.

And here’s why.

Having an email list full of people who open your emails just because it’s you is the real goal with email marketing.

Regardless of subject lines. Regardless of promotions tabs. Regardless of spam folders. If people open because it’s you. If they wonder where you went when you’re gone. If they actively dig you out of the depths of their inbox. Then as far as I’m concerned, you’re doing it right.

And all that takes time to build up.

But my rule of thumb for getting there is simple.

If I like writing it, other people are going to like reading it too.

Which is why I don't care as much anymore whether people open my emails, as long as I'm having a good time writing them. If I'm enjoying the process, the people reading them are going to enjoy it too. That energy carries through. And people can feel it.

And I think that matters more now than it ever has before.

There's more content today than there was yesterday. It's getting easier and faster to create. Setting up a business and an email list used to have real technical and skill based barriers. That is less true today. And that means having good taste is the thing that separates what works from what doesn’t.

I remember starting my first email list back in 2018 or 2019.

I had about 5 people on it.

All folks who wanted to come to an in-person movement workshop with me. And every time I sat down to write an email, I felt like I was bothering them. Fast forward to today, and people are replying with things like, "Honestly, I just like reading your emails because I like you."

And that’s something worth thinking about.

Because a lot of people like to claim email doesn't work anymore. Or that they don't have time to build a list and send emails for two years before anyone buys. And it's like… well, that's not really how it works. Email works now, and email works tomorrow, as long you have something worth offering.

Email always works.

It can’t polish a turd, but it can effectively promote good offers and services.

And like I said, with time, it’s not so much what you’re writing about as it is about who is doing the writing.

But if you want to get started writing emails this way, the best places to do that right now is inside the community. I’ve got a training in there called Highly Effective Emails, and I’ve recently added a bonus section that walks you through how to get basically and unlimited amount of ideas to write about in your daily emails.

Here’s the link:

https://www.skool.com/kevin-hood-8749/classroom/b7c48694?md=02caec488bf4407499864e2b9b22aa87

Talk soon,

Kevin Hood