Hey what's up!
Today I want to share how I audit email campaigns.
Last week I dove into my client's email campaign performance.
He has a supplement brand focused on getting the prime back for men over 35.
And we were expecting to get amazing conversions for Father's Day.
Because mind you, this brand just turned 1-year old and it generated about A$1k+ in our Anniversary Sale last month.
Open rates: 50%
Click rates: 1.01%.
But conversions... A$0
BRUTAL.
Here's what I discovered.
Most marketers get anchored on vanity metrics.
They see 50% opens and think "we're crushing it."
Psychology calls this "anchoring bias."
Your brain fixates on that first impressive number and ignores what actually matters.
People opened because they were curious.
They clicked because the email looked interesting.
But they didn't buy because something broke between click and checkout.
HIGH OPENS + ZERO SALES = TRAFFIC PROBLEM, NOT EMAIL PROBLEM.
So here's what you should do today.
Stop celebrating email metrics in isolation.
Track the full funnel: Email → Landing page → Checkout → Purchase.
Find where people drop off.
Fix that first.
That's it for today.
See you again tomorrow,
Geb
P.S. If this helps your emails convert better, let me know.