What’s your conversion ratio? What’s your open rate?

My team tends to ask those two questions whenever we start a new communications campaign for a client, especially when it involves e-mail or direct mail. Yet, because we’ve allowed “growth hacking” and other forms of digital noise to creep up on us, we’re tolerating lower and lower percentages on those numbers.

That’s one of the reasons for my experiment with e-mail this month, and it’s the focus of a quick blog post by Ash Ambirge. After all, what’s the point of building a massive e-mail list if fewer than 0.01% actually care about what’s in your messages?

What could you do if you grew an audience that really wanted to hear from you?

What would you have to say — or make — to earn the invitation into their inboxes?

How’s that different from what you’re making… now?

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