Your Subscribers Will Read Your Emails. But When?

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I’m Igor Kheifets, and this is The List Building Lifestyle, the podcast for anyone who wants to build a wildly profitable email list working from home. If you’d like to make six figures, travel the world, and help people improve their lives in the process, this podcast is for you. I also invite you to claim a free copy of my best-selling book, The List Building Lifestyle: Confessions of an Email Millionaire, at igorsbook.com. Get the free book plus $3,000 bonus package that includes my best capture page templates, email swipe files, and traffic blueprints. Visit www.igorsbook.com for details.

And now, it’s time to claim your List Building Lifestyle.

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I think there’s no more marketers moving to text today than there were marketers using text ten years ago. In fact, I could argue there were more marketers using text ten or twenty years ago, simply because there was no way to use video. At most, what existed was teleseminars where you had to dial a phone number. A webinar without video, essentially.

Today, we have way more marketers and way more businesses using one-to-many communication in the form of video and audio. There are lots of businesses doing podcasting, which is a modern-day version of radio. There are tons of businesses and marketers using video calls, video streams, posting video on socials, doing workshops, marathons, and interactive sessions.

Workshops, these interactive sessions with your audience, are going to be picking up in popularity. I didn’t realize just how incredible they are until I started noticing more and more overwhelm and less and less authenticity, thanks to AI.

AI is commoditizing information. It is commoditizing the value of an expert on one hand, but on the other hand, AI is general. It has no context, which means 99% of everything it says is irrelevant to you specifically. If you go and ask ChatGPT for investing advice, where should you put your money, at the end of the day, you don’t really want to listen to it because it’s not accountable. Maybe that’s a bad example because most financial advisors aren’t accountable either. If they lose your money, there’s not much you can do. But at least a human advisor can have a track record. They can have real customers you can talk to who say, I’ve been with this person for twenty years, I trust them, I’ve lived through several market crashes with them.

[3:14] 

In terms of more people today turning to text, no, I don’t think that’s the case. But I do believe there’s more marketing material in every form being produced than ever before. More audio, more video, more text. We’re probably seeing more content created in one day today than was created in an entire year twenty years ago. Exponentially faster.

Now, as far as so many emails not being read, well, it’s normal. That has been the case for decades. Most emails are not being read. But the important part is that all emails are being delivered. Because while your subscribers may not read your email today or tomorrow, at least one email a week they will probably read. And once they read one email, they’ll often go look for your other emails and read those too.

You wouldn’t believe the amount of clicks I’m receiving from emails I sent three, six, nine, ten, twelve months ago. There’s a tailwind effect, because people sometimes save emails and read them backwards, or they’ll go see what I was talking about months ago.

Whenever I’m running a promotion, I always get a bunch of people emailing me saying, hey, I didn’t read this on time, is this still available? Can you open it up for me? I was moving houses, I was going through something, I was busy.

It’s normal for your subscribers not to read all your emails. But they will eventually read them.

[5:18] 

Your goal should not be to get everybody to read every email. That is impossible. In a world this busy, this fast, with this much content and noise, we get bombarded with maybe ten to twenty thousand ads or messages a day. The brain naturally has to evolve and learn how to ignore 99.99% of those messages and filter out only the things that are really important right now.

I remember listening to Dan Kennedy tell this story about a guy whose son, around eleven or twelve years old, had a very bad bedwetting problem. A very concerning problem. So that guy could only think about this problem all the time. At work. On the commute. Drying the sheets. At dinner, trying not to bring it up so it didn’t upset the boy. In bed at night, staring at the ceiling with his wife, talking about it because it was always on their minds.

Then one day he goes to a superstore, pushing a cart, passing a wall full of ads that he completely ignores, until he sees a small sticker, almost like a Post-it note, that says: bedwetting could be a sign of depression or anxiety, and lists a phone number for a psychiatrist. Obviously, that message is relevant to exactly what he is going through. He grabs the number, calls the psychiatrist, and sets up an appointment.

The point of the story is that there were probably messages on that same wall about a credit card deal, investment advice, a car dealership doing a weekend special. Those messages had no chance. Not because the copy was bad. Not because the advertisers didn’t spend money. I don’t care if Ogilvy himself wrote those ads. It would not have made any difference, because that man in that moment had room in his head for exactly one thing.

[7:56] 

This is true for your subscribers as well. Which is why it is so important to know your market better than they know themselves.

When you know what your market is thinking about right now, you can craft subject lines so on point they cannot be ignored. Even if someone is reading your emails backwards, looking through everything you sent in the last week or two, they will pick out what’s relevant for them.

This relevance is crazy important. And most people underestimate just how important it is.

[8:33] 

Thank you for listening to The List Building Lifestyle. Get access to previous episodes, transcripts, and other exclusive content at listbuildinglifestyleshow.com. Also remember to claim your free copy of my best-selling book at www.igorsbook.com. It explains how I made millions with list building starting from scratch, plus $3,000 worth of free bonuses including my best landing page templates, email swipe files, and traffic blueprints. Go to www.igorsbook.com now to claim your free package.