"Off with their heads"

Gotta kill all those subscribers who don't open your emails, right?

It’s brutal.

It’s the great culling of the gray masses. Off with their heads. Let go of what can no longer stagger around on zombie legs.

When people don’t open your emails, they are dead weight.

Yeah... it’s true.

But when the dust settles, and you’ve scraped away the last red spots from your virtual wallpaper, you may discover that you destroyed more than just a few subscribers.

You may have slammed the door on PayPal.

But Britt... If they don’t open, they must go, right?

No. Because how can you know they aren’t opening your emails?

Oh, you believe your autoresponder when it tells you who didn’t open and who opens every single email you send?

Open rates could be trusted when I started in 2003.

Now?

I’ve gotten replies from people, quoting my emails... and yet, according to my software, they never opened them.

BS!

And once I sent an email with a subject line I was proud of, I got an instant reaction.

Within the first minute, my system told me that 60 people out of my 300 subscribers had opened the email.

Wait... They all had Gmail accounts?

I suspected foul play. Especially when I saw that my blood elf character also had opened “her” email. Even though I hadn’t even logged into Gmail.

Such are the miracles today on the internet. My World of Warcraft character had developed great paranormal skills.

People told me they read my emails

Outlook users would tell me they read my emails in the “pane” or something. “Panel”? I don’t know. I haven’t used Outlook since before 2000.

Now I don’t even check the open rate.

I send clean txt emails so it’s impossible to check.

Open rates don’t matter.

So if you’re removing people because your system doesn’t register that they read your emails, you’re actively telling them to go spend their money elsewhere.

To avoid spam complaints, I check twice a month who hasn’t clicked a link in the last six months. Then I delete those subscribers.

If open rates are unreliable, then list size is not your business.

Revenue is.

Instead of obsessing over who didn’t open, obsess over what brings in money consistently.

For me, that has been simple affiliate campaigns that keep earning long after I press send.

And that’s exactly what I teach in Make $10+ Today.

https://brittmalka.gumroad.com/l/make10