THIS is the #1 thing that dictates whether or not an email gets opened

If you don't get the email opened, who actually cares what's inside your email? So the number one thing that's going to dictate whether or not your email does or does not get open is your subject line. And one of the things, the things that bothers me about best practices in general is if you go and you Google what are the best practices for subject lines, they'll tell you, you know, personalization. And what most people think personalization is is the horribleness of putting J comma, whatever in that subject line. The person's first name that worked five years ago, okay, that's not what you do anymore in terms of personalization in the sub, that's not what works. But personalization is the number one driver of getting your emails open. So I wanted to take you through a handful of things specifically for business to business marketers that are crushing it right now. And this is data from we send out about 6 billion emails a year. This is data from the last 90 days.