John Bejakovic

Yesterday, after reading John Bejakovic’s email in which he reflected on 2024, I suddenly had the urge to write an email reflecting on 2024.

But what, specifically should I reflect on?

Luckily for me, I have a baseline. In fact, it just so happens that last year (December 30th, 2023 to be precise) I wrote an email talking about what I wished to accomplish in the following year.

Apparently, I only had one goal in mind: “To spend more time reading”.

Fair enough. I picked up a new reading habit back in 2022 and this habit picked up tremendous pace throughout 2023.

To give you an example. In the whole of 2022, I read a total of 9 books. This turned into a whopping 31 books in 2023. That’s quite a lot I’d say. Now, I definitely don’t buy into the whole “you have to read one book per week” shtick—especially not considering the size and depth of some of the books I read.

So the question now is, how did this year, when my goal was to “spend more time reading”, compare to 2023?

Well, it turns out, quite badly.

I read a total of 13 books in the entire year.

So much for New Year’s resolutions, huh?

Yet, that said. I might not have completed more books (or even came close to it), I did spend a lot of time reading, or at least as far as I can remember. Most of the books I started are a lot bigger, more in-depth, and require slower reading (that’s a win in my book—pun intended). I’ve also started reading a lot more historical articles, blogs posts, and other types of writing I did not (and will not) track.

But enough about the past. What about the future?

Well, I already have multiple projects planned—which I’m excited to start working on. But in general, I plan to get serious about growth. That means lots of advertising. Lots of new products. For all kinds of markets, in fact. This year is dedicated to becoming a better all-rounded marketer, able to get into new markets at will, research them, create products, grow a customer list, and get paid.

The past two years have been well spent on building a stable foundation.

It’s time to test out just how stable that foundation truly is.

Anyway.

Another idea I came up with (read: stole from John’s email yesterday) is to plug a general store link that shows everything I’ve got for sale at the moment.

Just take a look. Who knows, you might even see something interesting.

Check it out here: https://alexvandromme.com/store/

Well, almost useless, at least.

Let me explain.

First of all, you’re not in business to get your emails opened, are you? You’re in business to make money.

So what does that tell you?

Well if you had to choose between making $100 per email while having a 50% open rate or making $1,000 per email but having an open rate of 12%, which one would you choose?

So, we’re optimizing for sales, not for opens—an important distinction to make.

“But Alex, if you increase your open rate from 12% to 50%, wouldn’t you make more money?” In theory yes, in practice no.

I first learned this from email marketer John Bejakovic, who shared his odd discovery that all his emails with the highest profits had the lowest open rates. I share this discovery.

Why does this happen? Who knows? There could be (and there are) multiple reasons.

One of the most logical explanations has to do with the subject line. If a subject line is highly specific, then fewer people will open your emails. But the people who do will be better-qualified buyers, and thus earning you more money.

On the other hand. It’s not just all about money > open rates.

Open rates themselves are flawed. Over the years many ESPs have taken different privacy actions to protect their users. This means that the methods used to track if people opened your emails aren’t working anymore.

How do you even know if people opened your email in the first place? Well, that’s done through embedded images.

Whenever I send an email, my ESP (Beehiiv) embeds a tiny image, just one single pixel. If you open the email, you’ll automatically send a request to download that image.

But here’s the thing. A lot of people have images disabled. Aka, you can’t track them. And here’s the new change. Google, outlook, and many others intercept these images and alter them before showing them to you in your inbox. Also disabling the tracker that’s embedded.

So yeah. You can’t trust email open rates. And you shouldn’t take drastic measures regarding them.

But there’s something else you can trust. Those are the fundamentals of email marketing. Learning how to write quick and easy emails that get you paid and keep your readers reading every day. No longer do you have to follow rules and metrics made up by people who know nothing about email.

Just do you, write engaging emails, and get paid.

Interested? Learn more about how to do so here: https://alexvandromme.com/valhalla/