The goal is not to get your email opened. The goal is to get your subscribers to consume the email.

Click-bait, catchy subject lines, and over-the-top promises damage our brand in the long run.

I get it. The subscribers need to open your email to consume. So write good subject lines, but don’t trick them.

The goal is to write such good emails that the subscriber just can’t stop reading them. Eventually, they feel an irresistible pull towards your offer.

Attention is not the goal. Consumption is.