How To Get 92% Email Open Rates And Have Customers Begging To Buy From You
If you are growing a business, there's a ton of metrics to track your progress. Most leaders are going to track email open rates, new leads, sales, total profit, et cetera. But there is one critical metric that has the ability to change all those numbers in the best way possible.
Without it, you will wonder forever why the numbers aren't lining up with your goals. I interviewed my good friend, George Bryant, who has been called one of the smartest marketers alive. He has consulted for Fortune 100 companies, startups, and organizations of all sizes. They hire him to tap into this forgotten metric that turns stale growth into exponential profits.
Our interview was only intended to be about 30 minutes long, but we went an hour. George dropped so many value bombs and actionable strategies that we kept going. From our chat, it is clear how he's able to get a 92% open rate on his emails. I also see why he has people begging to pay him for his services and insights.
You are going to want to take notes...
According to George, he’s only successful because he’s stupid.
He didn’t come from a business school or entrepreneurial background. He grew up in a home with all sorts of abuse along with oppressive bullying at school.
He ran away before he was 18, forging his parents’ signature to join the Marines. His only life plan was to retire with a military pension and hand out smiley face stickers at Wal-Mart...
But life had other plans for George.
His dreams shattered when he was medically separated from the Marine Corps. With little education or job prospects, George had to find his second act.
At the time, he was into Crossfit and the Paleo diet. This passion led to him “accidentally” creating an online following. At the suggestion of a friend, he also started a blog.
The blog led to a cookbook that he uploaded to ClickBank. This was his first-ever product... and it made him a million dollars.
The initial dollars didn't last, but the lessons he learned did. Allowing him to well surpass that initial success and build a lasting brand.
George credits one underlying rule as the foundation of all his success in business.
Never hire out the relationship.
He calls this the relationship quotient. And according to him, it is the secret ingredient that most people are missing in their quest to scale and grow.
Marketers talk ad nauseam about getting bigger open rates and more clicks, but most of them can’t tell you who is opening, clicking, or buying from them.
Here's the thing, people who feel disconnected or disrespected don’t click, much less buy. If potential customers don't feel a connection, your business is just a commodity.
It’s basic human psychology, yet most digital marketers ignore this factor. Instead, they focus on ads to trick people to get to this page so they can pixel them and retarget them. Yet, these same marketers get mad when people ignore their emails.
It gets even more ridiculous when you look at upsells. Think back to the last time you went to the grocery store and bought a dozen eggs.
After you checked out, they didn’t chase you down to the parking lot offering you more and more eggs at a discount…
He calls this the relationship quotient. And according to him, it is the secret ingredient that most people are missing in their quest to scale and grow.
Marketers talk ad nauseam about getting bigger open rates and more clicks, but most of them can’t tell you who is opening, clicking, or buying from them.
Here's the thing, people who feel disconnected or disrespected don’t click, much less buy. If potential customers don't feel connection, your business is just a commodity.
It’s basic human psychology, yet most digital marketers ignore this factor. Instead, they focus on ads to trick people to get to this page so they can pixel them and retarget them. Yet, these same marketers get mad when people ignore their emails.
It gets even more ridiculous when you look at upsells. Think back to the last time you went to the grocery store and bought a dozen eggs.
After you checked out, they didn’t chase you down to the parking lot offering you more and more eggs at a discount…
If they did, you’d call the cops.
But yet, that is what marketers do with aggressive upsells on their funnels. It burns bridges. No one wants to be harassed…
If you aren’t sure if your marketing is off-putting, do what George does. Ask yourself, "would my grandmother be okay with this?" If the answer is no, don’t do it.
It’s the humanity and the intention behind that humanity that creates the secret.
You still write copy. The difference is the words take the customer on a journey, not trick them into doing something.
You can write the best copy in the world, but if somebody doesn't feel safe, they can never commit. Your customers need to feel safe with you.
It’s like the Maya Angelou quote: “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Listen to the full episode to hear George and Jordo dive into details on how exactly to use this in your business.