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We’re Kennedy and Fifi, and this week, we’re exposing six lies your email marketing platform might be feeding you – and what to pay attention to instead.

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Warning: 6 Lies Your Email Marketing Platform Is Telling You

Oh, yeah, it's email marketing Wednesday You ready heroes and this is the email marketing show It's time for a no bullshit. Look at how to make more sales from that email list of yours Hello and welcome to the show, I'm Fifi Mason from Fifi Mason comm and apparently I'm Kennedy from evil marketing heroes calm And I haven't got a clue what's going on What is going on is we do have this if you've not seen our new web class you really are missing out It's all about how to create more predictable Revenue in your business by turning more subscribers into buyers using something I call hybrid email marketing I think you'll really enjoy it to go and check it out. You go and register.

It's completely free Go to email marketing heroes comm slash free class. I think is that right email marketing heroes comm slash free class Marketing heroes comm slash free class. Oh, yeah.

I haven't got a clue what's going on. Yeah, that's what you should do There's one of those days, isn't it? Well, it's just it's just not going to plan but we're just gonna wing it anyway Anyway, we're all happy with it. I think it's we've got a lot on it's that time of year A lot on you mean you're summiting.

Yes got a lot on with the summit and I am feeling pretty tired at the moment because the Mornings are much darker and I just really affects me. I'm like really impacts me. I can't seem to wake up Really? Yeah, I just can't like as soon as it's light.

I'm instantly awake. But if it's dark my body's like no So, I think you're more of an evening person than I am I'm very much a morning morning person Do you find that when it's light evenings? Can you not sleep? No, I basically have a good routine for going to sleep about 10 o'clock Nice, and so I would naturally wake up at 6 o'clock Because that's enough hours, but then because it's darker in the morning I just feel really groggy and not good So I'm gonna invest in one of those lights that wake you up because I think that's gonna help. Here's a funny thing I'm sure you won't mind me telling you this Sharonist if he does it's too late.

I've said it on his birthday I got Aidan one of our team members He's our head of product because he's very much into his routines and stuff and his health and I was like What can I get and that's gonna be really thoughtful? And yeah, it's a light alarm clock that wakes you up through I don't know blinding you or something I don't know what it does Gradually lighter. Yeah, like Gradually brightens up so that it feels very natural and then the room is light when you wake up and I think that's gonna solve My problem There you go. There you go.

So there's lots of things that it's easy to get Distracted with and be obsessed with when it comes to like your email marketing platform There's lots of dials widgets and numbers and loads of them Actually, you don't need to use that very often but they make them big like you log in the like this is the number and it's a bit like some of the numbers are Just completely irrelevant It's like you walk into your kitchen There's a big sign like lights up and your eyes says this is how much your fridge weighs and you go I couldn't give a shit. I don't care. I don't care at some point I will care because it means it's gonna fall through the floor.

But until then I probably don't really care that much Yeah, I see this when I go into my email system and many different ones they all kind of just Throw these numbers at you as if they're the most important thing and basically they are the lies that your email system is telling you There is one thing though, I remember this from back in my Marketing days when I worked in industry, I don't see it as much anymore it's not pushed as much anymore, but it was back then to Resend to unopens which was a huge thing back in the day Yeah, I think it's dangerous like what we mean by that is to resend the same email It used to be a button next to an email if you just like a broadcast or you've just like your newsletter out There'll be a button next to that when you're looking at the report Which would be resend this email to all the people who didn't open it. I've always thought I was the dumbest thing I've always thought I was the stupidest thing for a couple of reasons one It's not very good for to send a reputation in terms of technical stuff. Okay, maybe people didn't know that that's fine But in terms of the actual content that content that subject line that email Didn't capture those people's attention.

So why would you resend it? Why would you go? You didn't give a toss about look at it again. No It's not as if like we're using too much email ink to create a new email like just write a new email Yeah, I didn't understand why we did it because it was just a thing that it was there in the system and they Obviously thought that it worked in some capacity to actually give it as an option it doesn't make any sense at all because if they didn't read it the first time who wants to get it again and then they're just gonna ignore it and more likely to unsubscribe because you're getting an email twice because Who wants that? Yeah, nobody wants that that's our first lie if your platform is Saying you want to reset this they really didn't open no because also on a person-by-person basis We can't really tell with any degree of certainty who hasn't hasn't opened things because some platforms are Blocking open reporting and some of them are marking everything as open Well, the bad news is if you click resend to unopened You're definitely gonna be sending to people who did open it and those people now see the same damn email twice Now they're gonna be like what happened here. You look a bit like a tit and people unsubscribe.

Yeah, I don't see it anymore I haven't seen it. No, I don't see it anymore either. I would be more likely to unsubscribe If I got an email twice Don't do it Happens by accident don't forget that but the accidents are gonna happen on top of Proactively doing it.

So don't practically do it as well second lie lie Second lie It is I can't say that L word without doing that. I don't know why it's really related to what we're just saying Which is paying attention to open rates the big number that we often see when we're logging to our platform is this is your open rate of that last email and Well as we've just said it's unreliable It is unreliable as in I can't tell for sure when I send you an email whether you have opened it or not Because depending on which device you open it on and which browser and all that stuff It's gonna either under report over report not report. Who knows? But the good news is it's consistently unreliable.

Yes Right, which is fine. So what it does mean is if Yesterday's email got a 62% open rate and the day before got a 62% open rate But today's got a 22% open rate then I can probably go Today's email subject line, whatever something happened where we didn't get as good Open rate because at least they're consistently unreliable now people of course go. Oh, right.

It must be the subject line It might not have been the subject line Actually, if the difference is dramatically low just a little extra bonus tiparoo for you today folks There's a good chance that actually the content of the email or something else affected your deliverability Which means less people even saw the email it might have gone to promotions spam or being blocked if it is a dramatic drop So don't always think that the subject if it's a dramatic drop don't always think it's the subject line It might be a sort of slightly different problem if it's a little drop and you're going look, you know These are we're getting 62 62 62 and we've got a 48 you go Well, what was it about that subject lines not as working and the opposite by the way If you're getting 62 62 62 and then you get a 75 you go Why did that work? So relative to each other as a broad number useful data? But what you don't want to do and again, I've been consulting for clients on this stuff is they'll often go Oh, we've got a 72. What do you do more like that? Hold back because the reason it might have been good is because it stood out and if you create that new pattern You've now killed the way you've got that spike. So what is it you did? I created a spike and learn from it Yeah, I like this approach and also if you've changed something if you've made a change, so maybe you've cleaned your list That could impact it quite a bit.

And so you have to really consider what you've done What changes have been made in your platform that could have created these things in the first place? That's a really really good point one of the early things we have people do when they join our email hero blueprint is we have them clean their list and we have a very specific really friendly not very technical method for doing that and what happens is people see a ginormous jump in their open rate Why because we figure out the people who are engaged and we mail to them, you know And we stop emailing the people who just stop paying attention So again, if you see that big leap up or the opposite if you see a big giant chasm and it drops down but you also know you just You just participated in one of those giveaways and you just acquired a whole bunch of new leads who are Potentially lower quality and I'm not just saying from giveaways but from anything from a summit from ads all of these different traffic methods are gonna bring in different people who have got different levels of interest and Different levels of intent and therefore different levels of how close they are to engaging with you Then again, all of that's going to affect your open rates when people say oh, I'm getting an 82% open rate I'm like cool How many people are on your email list and where do you get them from? Because if you're doing that from cold ads Then you're a genius Or if you purchased a list, you know legally and ethically purchased a list You're probably gonna be getting open rates of I don't know definitely sub 40% So what's happened recently with your emails? Have you cleaned out duds? Have you added people in from a certain source? They can jack up or down those open rates Yeah, it is important to just be conscious of what could be contributing and not jumping to conclusions I suppose around the fact that it could just be the subject line or basing it off Not as much data as you need you need to look at it over a longer period to really see differences I think one of my favorite ways of doing this by the way of making it relative if you can do this It can be difficult depending on how you've got your platform and stuff set up is if you're consistently sending your email to the same type of subscriber For example, we have a segment which is people who have engaged with our emails in the last seven days Right, and we email those people first with our email, right? So that segment is always the people who've engaged that's gonna give us a truer Indicator as to how good that email is whether it got delivered whether it got Flagged by spam whether it was subject line sucked, whatever and then only later we go out to the rest of the list Where the people who are less engaged and that does a few things to help deliver ability It gives your reputation with that particular email on that day a good high five a good thumbs up And it just means when you're emailing that seven day engages list, you know They are engaged people so you can make that a bit more of a judgment call So a little bit of an advanced tip there for folks. I like that tip In fact, actually, how would you do it though? Like if I wanted to go do that now? What would I need to do? You need to find in your platform the way that it calculates engagement And that might be a manual automation You have to build where every time someone clicks a link, for example, it resets a counter or a timer It might be based on open it could be based on you that or it might be that your platform So for example, I know active campaign has an engagement monitoring thing built into it and you could use that You can't just make a decision and then you basically tag people So you have basically two tags or two segments whatever your platform calls it one called Seven day openers and the other one called everybody else right, and if you have a monster list, most of us don't have monster if you've got like a 100,000 or more you might do seven day openers 30 day openers and everybody else just to break it down a bit But for most of us it's gonna be seven day openers You send that email out to all the people without seven day open a tag now and then you schedule the same email to go Out to the everybody else obviously gonna exclude the seven day openers from the everybody else segment So they don't get it twice and shed you'll let me go out four or five hours later Cool. Okay, I might actually try that You should see a real Increase in your deliverability rate because what it's doing is it's saying to Gmail who's basically the the big one Making decisions about what their emails get delivered or not It's basically you're sending it to the most engaged people which means they're gonna be the ones who open it and click it So your first email that you send that you know the day is gonna be like, oh my god This is a great email.

So when you send it a bit more later the same email to more people. It's gonna inbox it I've got some other tips we could talk about in terms of like getting inboxed We could talk about that and maybe in a future episode two or probably a training inside of the program or something We'll do some of that. Yeah, that would be cool.

I think so. Okay, so let's get on to a number three Using templates using templates. I I avoid them like a plague Do you know what you need to go and make a new email and it goes? How do you want to do this pick a template or start from scratch and it makes all the templates like start from scratch Boring but I don't want an email to go out to my list I don't want to receive an email which looks like it was made by my high school IT teacher With like that awful beige yellow and little segments and like Alright, here's a funny dad joke, you know all that Used to We don't want that.

We want emails to be received That looks like it's a human sending a quick email to another human from their gmail account ID That's what it looks like. You know, I mean like I don't want to go to the extent like one of my pet peeves Oh, I saw somebody do this yesterday. I thought God are you still doing this big marketer? Oh, this makes me feel sick at the bottom of that email Just above the like click here to unsubscribe It had their name and then sent from my iPhone.

Oh That's a bit cringe If it's a personal and it's actually legitimate from your iPhone then it makes sense But in a campaign when it's clearly not it's really bad. That's really bad horrible horrible So, yeah, let's not use these fancy templates with big header sections and a big picture of you Get into the content people haven't got time for that Also those big images those images that go in there make your email bigger like a bigger file Which means again, it's less likely to get delivered. It looks like marketing How does Gmail decide whether your email goes into the promotions tab or into the primary tab? it looks at what's inside and goes does this look like marketing and if it's got a huge banner along the top and yes, I Think you can still have images and add them to be strategic and I do see it and sometimes it's nice to get an email a little bit different because most people do the text only and It's sometimes nice to kind of see a very structured Templated email it breaks the pattern it breaks the mold a little bit But it does get a bit repetitive and there's no need for all the different imagery People want the content.

It doesn't have to look fancy and also the fanciness takes more time. There is an exception which is if your business is that newsletter business where every week or every day you send people a newsletter, which is just news and it's different articles that you've Calculated and you're building a huge list because you're gonna sell advertising to it Obviously that should look like a newsletter That's what people expect and you can use the fact that those newsletters are very popular now as a pattern interrupt For an email, so I've actually switched around the first email of our welcome sequence They're getting to know you sequence to look a bit like a newsletter because I know they're currently very trendy So we will go this feels like content Doesn't feel like marketing but those templates in general bath They're just the who's designing them the default ones that are inside the platform. They're all awful Oh apart from what's that pretty platform? That's really that's what I'm thinking of and I couldn't have no begins with an F That's it flow desks ones look nice Yeah, they still look like marketing but they are yeah They're very just bit too much as you were talking You've just reminded me of when I used to work in marketing industry and doing web design and all sorts.

We used to really spend a lot of time on these marketing emails that were full of HTML code and CSS in super fancy and heavily branded and It was an incredible amount of time that is wasted on that and sometimes it's just, just ignore the templates and just send the email because it's the content. It's not how it's dressed up. Yeah.

And if you are wanting to put a bunch of images up and do the newsletter thing, sorry to graphic designers, but honestly, mid-journey, we'll do it for you. As great AI, if you're really good at putting the right prompts together and with creating a consistent style, there's a great one called ideogram, which is just so good. I think it's called ideogram or ideogram.ai, where you can put your brand into it, your colors and your style.

And then every time you want to generate anything, a logo or anything, you can do that stuff. But then just make sure you're optimizing it. But in general, let's not do templates.

Yeah. Okay. So what is number four? Using your company name as the email sender.

So think about, we read left to right for most of us, right? And most parts of the Western world, at least, right? So the very first thing we see when we receive an email is the sender name. And that's the thing that's going to let people know, should I open this email or not? Should I even read what the subject line is? I always use this example. If I get an email from my mom and it has no subject line, I'm opening that email.

Because my emotional response to seeing my mom's name, we've all got people we get emails from. When we see their name, we don't even go to the subject line, we're like, what now? Oh, here we go. Like my accountant.

I just see my accountant's name and I'm like, oh man, or my lawyer. Oh no, now what? So our name is important and we want to be having, even in B2B, even if you're a very B2B business, there should be a human's name who's sending the email. So we don't have our emails come from email marketing heroes.

No, they come from Kennedy email marketing heroes. You're coming from Fifi. That's what we want.

Have a human behind that. Yeah, well, as someone who works with personal brands and as a personal brand, it should be your name. That makes so much sense.

But even if you do have a business name, it's good to have people understand who you are, know you and be you in that business as well. So like you do with email marketing heroes, it's your name. And then I think you do double slash, is it? Yeah, I do two forward slashes, but you can do it as a little pipe.

I like the pipe thing, to be honest. I think it could be a plus, it could be a dash. You could put it in square brackets.

It doesn't matter as long as it's there. And I think I've seen more and more bigger companies doing this now. So like emails I might get from Stripe or stuff like that, like they have somebody's name in them.

Yeah, Charles Turret, the shirt company. I buy shirts from them, or at least I used to. Or the last time I did.

And it's from a human. It's not just from Charles Turret, the shirt company. It's from Mike at Charles Turret.

You go, oh, it's got a human element to it, which I think people want, especially in a world where everything's dehumanizing. It's becoming AI this and AI that, and it's not really a human. If you are a human writing and sending that email, tell them, show them.

But how is that a lie that the actual platform is saying? I don't know if that's kind of promoted as much now, but maybe it used to be. Because generally when you set up your email, your new email accounts, let's say you go and get a new Keep account or something, or a GHL account, it'll ask you what your company name is, and you'll put email marketing heroes. And the default sender, it will say you're sending as, the name will be your company name.

So it sort of forces that in, and you have to go in and change that. It won't be like, oh, it's coming from Kennedy. You have to go in and change.

So yeah, make sure you check. Yeah, good one. Speaking of a thing that they do, let's get into number five, which is to a lot of platforms, when you go create a new email, the first thing it'll do is say, what's the subject line? And really, I always write the subject line last, because otherwise I'm trying to go, oh, what could be a good subject line? But I've automatically made writing the email, the hardest part, harder.

Because I've got to now shoehorn an email that makes sense, that subject line. So what I do is I just have a default of the person's first name merged in, just in case I forget to go back and change it. So just the merge code for person's first name, just because I have forgotten to change it in the past and had something witty in there for myself.

And I was like, shit, I've said that. Which is not as funny as the time somebody on our list, I know who it is, he's a good guy. But for one thing, he registered or something, and just for a laugh, decided to change his name to Dickhead.

Oh, no. So every time he got an email from me, he was like, what's up, Dickhead? It's like, you're getting aggressive. Why do you call your subscribers Dickhead? I was like, I don't, I only call you Dickhead.

And it was his own fault, pretty funny. But anyway, yeah, but then you write the email and then just go back once you've got the email, go back and actually change the subject line, write the subject line at that point. So when the platforms are saying, write the subject line first, please don't.

It's going to make it much harder for you. Yeah, that makes sense. That makes sense.

So number six, email all your subscribers all the time. I'm curious about this one, because I don't know what this one means. Okay, yeah.

So one of the things that is easy to do is think that I've got to email everybody about everything, and you really don't. For example, I've been doing lots of speaking at events recently. So speaking at an event near Newcastle, speaking at an event in Oxford, all these different places.

I'm going to be speaking at an event in January or February in Dublin and Ireland. I don't want to email my whole list about those things because it's not going to make sense. It makes sense to mention that I am if there's another point to it, like I'm doing it as a credibility play, or, hey, I'm going to teach you on this thing, the thing I'm going to teach in Dublin.

But if I'm going to be inviting people to an event and it's location-based, it doesn't make super loads of sense. Super loads of sense. It doesn't make very much sense.

It's not even a word or phrase. It doesn't make a lot of sense to tell my whole list about this event that I'm going to be speaking at in Oxford in England. I might just choose to tell the people who live in the UK or in Europe or something like that.

Similarly, you might not tell everybody on your list about some of your programs. So we used to have a program called our Email Engine Accelerator, we might do another version of it next year. But for now, we haven't reopened that.

But we only really open that up to people who are already customers of a certain program. So not everybody needs to hear about every single thing that you're doing. And you can pick little pockets.

One of my favorite things to do is what we call creating a hot list. And a hot list is where you run a bunch of emails to find and identify people who would be a really good prospect for a particular offer. So you might do a bunch of emails, for example, if we were going to do a course about list building, right? Not everyone on our email list cares about list building.

Or maybe if we're going to do a training about running a summit, the kind of thing that you're running now. We might do some content talking about some of the behind the scenes things about summits. And then we would tag people if they engage with that content.

Because then, one, we've got this invisible wait list that people don't even know exists. They haven't registered for a wait list. By the way, a wait list or a early interest list is another great way of creating a visible hot list where people are saying, yes, I'd like to hear more about it.

But you can create invisible hot lists. And therefore, now when you go and you say, okay, cool, I'm going to run this little mini course or this big course about running a summit. I'm going to go with a hot list first and validate the idea.

Go, hey, I'm going to teach the thing. Rather than go with your whole list and loads of them going, what are you talking about? I'm getting terrible engagement. It's all horrible.

It doesn't do any favors. You've got the hot list first. And then if it goes well, if you get good engagement and good sales, then maybe go to the broader list once you've proven concept.

I would often go to the whole list eventually if it's appropriate. But yeah, creating both visible and invisible hot lists is a really good way of doing that. I think this is cool.

I think this is a really good approach. I think it's just being more strategic, isn't it? Thinking about who would want something, who would be ideal for that kind of email. And I suppose the email systems, they are pushing you just to send something to all your subscribers all of the time, like you say.

Yeah, that makes so much sense. Actually, it just reminded me of the interview we did not that long ago. And we learned about how to segment and add in that extra field when you have people sign up so that you can kind of consider what are the ways you might segment them so that you can email them different things.

Yeah. Was that the interview with Kate McKibben? If you go back and listen to episode 246, which released back in August on the 14th, definitely worth listening to. We've genuinely in the business applied what Kate taught on that thing to help, again, segment people and just create these hot lists of people who are primed, ready, excited and need a particular offer that you've got.

So you can go to them with a bit more confidence and a bit more targeting. Yeah. Yeah.

The final lie. Lie! The final one. And this one is one that I see very often.

And it is bots clicking links. It's happening loads now. There's not a day going by when I don't get a message from one of our customers or somebody else I know saying, man alive, I'm segmenting people, but it's not a real person clicking the links.

I'm sending an email out and all these bots are clicking the links. And I see it a lot with the Microsoft properties in particular. So MSN, Live, Hotmail, where what they're doing is they're just improving the security.

They're just improving how much trust we've got in these links to make sure that they're not going to some dodgy, horrible place that's going to be siphoning off your data and doing naughty things with it. So the intention there is good. Let's remember that the intention is good.

They're not doing this just to mess with our reporting. That's not what they're doing this for. But we have to remember that the click-through rate that you're getting and the people who are clicking through your emails may not be as reliable as it once was.

So the email marketing platforms are going to start putting things in place to recognize the difference. I would imagine we're putting stuff in place with our tech stack to recognize the difference between bot clicks and a real human click. It looks like, actually, I've got our developer, Colin, literally looking at it right now because one of the pieces of software that we give is included in our membership, the Academy, is about counting how many times someone clicks.

So, of course, bots are clicking them. People are being segmented based on those clicks, and they're not real humans. So Colin's literally working on it right now.

And it looks like the humans actually end up on a page that they've clicked to. The bots don't even go out really that far. So it should be pretty simple to identify the difference between a bot clicking the links in the emails that you're sending versus a human.

And I can only imagine that the email platforms will start building technology and to really be able to identify the difference between those two things. So just be aware at the moment of bots clicking links. You send an email and it's clicking all the links in the email and having a look around.

There's some ways around this. They could put hidden links in your emails. And if somebody clicks that, it will be a bot.

You could ignore it. There was a phase, and it probably still is going on a bit. This is taking you back a bit.

We used to get a lot of spam signups to our email newsletter on our opt-in forms and stuff on our websites. So a bot would just come in and put an absolute load of garbage into the signup. There were some days I would come in and we had 300 new people sign up to the email list, but they were all just like xvq26bv at xbvq.com, like just garbage.

And so one of the ways we got around that back in the day, and I'm talking 15 years ago now, was we would actually add a hidden field to that form. And obviously what a bot does, it looks at all the fields and fills it all in, right? And if it sees an email-sensitive field, it'll put what looks like an email address in it. We would just have an open text field.

And if that got filled, we would just ditch the data before it even hit the database because we knew it was a bot because a human being visiting the page can't see it. So you could do something similar with links in your emails. You could put, maybe you've got like a, at the bottom of your email, you could have some white text, which is actually a link, but it's just white.

And it says, you know, bots click here, please, or something. You know, like no real human should click this. And if that gets clicked, again, you wouldn't consider it to be a real click, is a way around that.

But just be aware that's going on. Yeah, that's a great way of figuring it out. I also, I had this problem recently, and I did one of those emails that you get them to click to get the next email.

And it didn't quite work because it seemed like so many people clicked on it. And I was really dubious. So what I looked at was how many people actually landed on the page.

And that's how I determined how many people actually clicked and went to the page. And that was the true number. So relying on the clicks in the system is a bit dubious now.

And hopefully they do sort these things out as time goes on. But yeah, it's finding innovative ways, creative ways to kind of tackle that. I think that's really good.

I don't know if this would work. This is off the top of my head. When you send an email, the bots will go and check it straight away, is my guess.

I guess that it lands and then they go and they click straight away because as soon as it lands, they're doing it. So if in your automation, you had a thing that waits and then says if they click after this amount of wait time, and it could be a one minute, one minute after it's delivered. Again, that might be another way of identifying.

I haven't really thought that through or thought how you would do that in a particular platform if it's possible on every platform. But again, the good news is there are multiple ways of really looking at this from invisible links in emails to only triggering people if they actually land on a page through another piece of technology. Like we have a thing called Page Hero built into our platform.

There are ways of doing this and the platforms will, it's not impossible for them to fix this. Yeah, yeah. There they are.

There's the seven. Shall we read them all out from the top? I'll let you do it. Can you do it as if you're doing like, you know, the music charts? And in seventh place, going up number three.

We can give it a go. Okay, okay. At number one, resending to unopened.

In second place, paying attention to open rates. Number three, using templates. Number four, using your company name as the email sender.

Number five, writing your subject line first. Number six, emailing all of your subscribers. I coughed there.

That's how bad it makes me feel. Emailing all of your subscribers all of the time. And number seven, bots clicking links.

Boo, all of those things are absolutely terrible. Try and avoid them is what we're saying. Yeah, try and avoid them.

So now it's time for this week's Subject Line of the Week. This one is, what do these people want? And the word these is in all uppercase. What do these people want? Curious on your comments.

Well, I haven't seen this one. I haven't seen any email with this in. So, hmm.

What do these people want? Well, I suppose coming from someone in marketing, it's going to be, I would assume it's going to be something to do with what your clients want, what your people want. But yeah, it's not really telling us enough. And it's, yeah, it's very curious.

The way I got the idea for this subject line was, you know, when people go, oh, what do they want? You know, when someone knocks at your door and you're like, what do you, what do they want? What do they want? That's kind of this idea of using a colloquial thing, which sounds like it's got frustration or any kind of emotion. In this case, it's frustration, but any kind of emotion in it, like whatever, it could be a positive emotion, it could be a negative emotion. Unfortunately, negative emotions tend to work a lot better, a lot better than positive emotions.

That's why the news is full of negativity. And those positive newspapers tend not to stick around very long or grow very big. But yeah, so that's it.

What do these people want? And if you're thinking, do you know, I would really like to understand more about how to get more of my emails to be converted. So my open rates, my click through rates and my sales are more consistent and they're all on the rise. But I think you'll really enjoy the new web class that we've put together.

Just go to emailmarketingheroes.com forward slash free class. Is that what it is? I think that's what it is. Yes.

emailmarketingheroes.com forward slash free class. And you'll be able to go and register for that. It's completely free.

It's on demand. And I think you'll really enjoy it. So go check it out now.

Yeah, and I've really enjoyed this episode, actually. It's been quite fun to kind of I suppose they're myths and lies. Like, yeah, just go through them and try and get to a point where we know that these are things we should be avoiding a little bit.

But yeah, thank you so much for listening. We'll be back with a new episode next week. So if you are new to the show, subscribe so you don't miss out.

See ya. guy again. Yes, that that would be me, which means it's the end of the show already.

Holy crap. Look, we make this show every week for you for free. So make sure you hit subscribe on your podcast player so you don't miss the next episode.

And we will speak to you next email marketing Wednesday.