Are you making this difficult?


“Get UPPP, Shika. If you drop you have to give me 5 more”

I glare at the screen, my face red, sweating from every pore on my skin.

“WHAT?’

Luckily I’m on mute.

Uhm I can’t do one push-up without my arms shaking so hard, that they start to resemble tuning forks.

But she wants me to do five more push-ups.

She here is my 23-year-old online yoga teacher.

I don’t want to namedrop, so let’s call her KJ.

KJ is genetically closer to a rubber band than a human being, with an almost un-godly love for exercise.

She has the muscle tone of someone who thinks 25 pull-ups is a warm-up, and genuinely believes that everyone can hold a plank for 2 minutes if they just ‘set the intention’. Calm, but rarely smiling, everyone in class scrambles for a "good work" from her.

She holds class 3 days a week. Thank god for that, because she doesn’t approve of absences.

And the off days are crucial to my well-being, I need the time to recover my muscles and my ego.

By the end of my class, I'm usually descending the stairs with my legs shaking like an overloaded washing machine. Which, naturally, my family finds wildly, hysterical.

They refuse to believe this is less “if it calls to you, come into child’s pose and rest there for a moment” and more like baby Marines training camp.

No incense. No mercy

But..

Call me crazy, hell, call me masochistic but I kind of like it??!

During each cursed push-up, or when my sweat drips off my hair and onto my mat in down dog—some sick little voice in my head whispers this means you’re doing something right.

I like to complain like a hostage like it wasn’t me who saw the 6.30 AM advanced yoga class and thought, “Yes, this is an emotionally healthy decision which I will definitely not regret every Monday, Wednesday, and Friday at 6.29 AM.”

And I’m not even that advanced. My legs still stubbornly refuse to go behind my head, while I’m surrounded in there with women who jump into handstands like they're auditioning for Cirque du Soleil.

It’s humbling, it’s painful. And oddly enough–I keep showing up for it.

But while intensity feels rewarding on the yoga mat, it rarely serves you in the inbox.

Obsessing over metrics, complicated funnels, and contorted strategies feels like successful email marketing– but you don’t need bruises, just the right numbers.

Are you making email marketing harder than my yoga teacher makes childs pose?

Because peak email performance is tethered to one thing: your open rates.

But here’s the problem – open rates and sometimes click rates are not entirely reliable unless the email marketing platform you’re on has the ability to filter out ‘machine opens’.

More often than not about 5-30% of opens recorded by your email platform are machine opens (i.e. Apple privacy and pre-fetched opens - these are opens by a phone, browser, or an app, not real human beings)

Only Kajabi, Active Campaign, MailChimp, and Klaviyo have the ability to distinguish between computer opens and human opens.

What Should I Do About This


Honestly, nothing.

What I mean is that we can’t change Apple privacy terms, or computer opens. These are good things – this is what protects us when we are consumers of content and not producers.

But this is also why (as a creator who sends emails) you should aim for a more robust open rate.

If you have a sizeable list (above 3000), and an average open rate of 45%, then you have to assume that your true open rate is about 30% (assuming 15% are machine opens)

And as long as your average email open rate is at or above 50%, you'll achieve peak email performance.

You can also bolster your ‘true’ results by adding UTM links in your emails and turning on link tracking if your email platform allows it.


But, if you have a sizable list and your open rates are consistently below 30% – it might be time for a list scrub.

I talked all about how to clean up your own email list in this newsletter give it a read!

TTYNW! (—talk to you next week)

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