If no one opens your email, it doesn’t matter how great the content is.

But the reality of it is, if you don't get your email opened, who actually cares what's in your email now? Totally agree. That email no long open rates are no longer an absolute metric. You go in your tracking system, it says you have 32% open rate. You had 32,412 people open it. That's not true, okay, because there's too many inflated things. There's Apple stuff, there's bots, there's garbage. Who cares? But it is a directional metric. So if the last time you send out your newsletter, you had a 30% open rate, now this time, okay, you're going to do an AB test, you're going to stick an emoji in the subject line, and the other one doesn't have an emoji, and the one with an emoji this time gets a 45% open rate. Does that mean 45% of people open it? No, but it means the one with the emoji did better. It's like a survey, a Gallup poll on the tactic that you are trying. So to discount open rates and say there's no value there is bonkers to me because it is the thing that's going to delineate whether or not is this the right thing to go with or not. So I love open rates. And if you don't like it, I want to see you take it out of your tracking board. I want to see it. Just eliminate the field. You're not going to do it. It's garbage. I hate it. Any.