Why Some Emails Always Get Opened and Others Never Get Opened
“This week, I had conversations with several people who check their inbox many times each day, but who weren't sure what it was that made them open some emails and not others,” said Certified Email Expert Ken Countess, a Constant Contact Authorized Local Expert.
“It boils down to this,” Ken continued. “People who are ‘always selling’ consistently get low results, while those who sent mostly informative or educational emails consistently get great results.”
The simple principle that can make a huge difference is "the 80/20 rule".
Here’s how it works…
80% of your emails should provide value—whether that’s education, inspiration, insights, or even a behind-the-scenes story.
This builds trust and positions you as someone worth listening to.
(Think tips, how-tos, interesting data, or even entertaining anecdotes your audience can relate to.)
20% of your emails can then be promotional.
That means once you’ve earned your reader’s trust and attention, then you have “permission” to pitch a product or promote a service.
Why does this work?
Because no one likes being sold to constantly.
But everyone loves learning something new, especially when it’s relevant and helpful.
And when you consistently show up with value, your audience is much more open—and maybe even eager—to hear what you have to offer when it’s time to sell.
It’s a long game, but it works.
So if you’re currently sending emails but you're not getting the response you hoped for, try this balance.
Lead with value, earn their trust, and then make your offer.
Simple, powerful, and respectful of your reader’s time.
Curious how to apply this to your own emails?
Schedule a free 25-minute Zoom call with Ken Countess and he’ll walk you through a few easy ideas you can start using right away.
Go to http://www.KENISEMAIL.com/call to schedule your call.
About KEN IS EMAIL
KENisEMAIL.com (KIE) is the marketing arm of The Countess Group (TCG), a marketing and coaching company which has been providing measurable results for clients for over 20 years.
KIE is led by Certified Email Marketing Expert Ken Countess. Ken focuses his practice on teaching businesses how to triple their sales (or more!) using email marketing. He is a Constant Contact Authorized Local Expert and has been their top trainer/partner since 2018.
Learn more about KIE at www.kenISemail.com.
Find KIE on Facebook at (http://www.facebook.com/kenisemail), Instagram (http://www.instagram.com/kenisemail), Pinterest
(http://www.pinterest.com/CountessGroup), and LinkedIn (http://www.linkedin.com/company/the-countessgroup-ccg)
About The Countess Group
The Countess Group (TCG) is a marketing and coaching company which has been providing measurable results for clients for over 20 years.
The company is led by Ken Countess, an award-winning marketer and an accredited, nationally recognized expert.
All product names and other brand names mentioned herein are service marks, trademarks or registered trademarks of their respective owners.
Media Contact:
Ken Countess
The Countess Group
407-242-4200
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