Jimmy Kim explains why obsessing over open rates can hurt revenue. Sending 5 emails weekly at 30% opens generates 150,000 total opens versus 80,000 from 2 weekly emails at 40% opens. Focus on revenue per subscriber, not the percentage that opens each message.
So the goal isn't to minimize unsubscribes. The goal is to maximize revenue per subscriber. So let's talk about the open rate because this trips people off too. Everyone obsesses and you know this thing where, oh, our open rate dropped from 40% to 35%. What do we do? What do you think about that?
Yeah, man. The panic, right? Yeah. You know, the reality is open rates will decline slightly as you increase frequently and that's okay.
Okay. Okay. Why do you think that?
Um, I, you know, I'd say because even if your open rate per email drops, your total number of opens actually does increase. Let's just do the math, right?
Okay. I'm listening. Go ahead.
Okay. So let's break this down with scenarios. So scenario 1, going back to that example, I shared 2 emails per week to 100,000 people. Um, and let's just say for round math, I know it was 38% before, but we're going to call it 40% now. So that's about 80,000 total opens per week, right? Okay. Got it. Okay. So now we're going to send 5 emails per week to that same list of 100,000 people. And instead of the 32%, just for the easy math, we're going to come down to 30%. Right? So now you're actually at 150,000 total opens, whereas before you were at 80,000. Right? So that's almost double, dude.
Yeah. So even though the rate dropped, you're getting more eyeballs, right?
Exactly. And more opens equals more clicks, which equals more revenue.
No, that's spot on. And one thing we've noticed before is when you increase frequency, your most engaged subscribers tend to buy or engage more.
