How to get 739 people to read your next email (Case Study)

Wanna know what sucks?

Spending years building your list, only to have your subscribers never see your email.

When I email my subscribers a new blog post, 90% of them never see it.

Not because they choose not to.

But because it literally never shows up in their inbox.

Recently my friend Brian turned me on to a little trick that you can use to solve this problem.

It’s called the Subject Dry-Run.

Three weeks ago I tested it out and my email open rates went up by 43%.

Today I’m going to give you a quick crash course on how you can use this super simple formula to increase traffic and sales.

How to increase the number of people that read your email by 75%

The Subject Dry-Run is extremely basic.

The problem is most people who open your email use Gmail…

…and last year Google implemented a tab-based system that automatically filters incoming email into one of three default tabs.

1. Primary

2. Social

3. Promotions


As smart as Google is, it still gets things wrong.

Even if someone has subscribed to your email list, has double opted in and has been receiving and opening your email for months, Google will still routinely send your emails into the Social or Promotions tab.

Which means it falls in with all of the other junk mail that your readers completely ignore.

How do you solve this?

Don’t send another email without using the Subject Dry-Run

The remedy is to test your email before sending it.

This is how it works…

Step 1: Write your email like you normally do. (Use the Bullet Hook Formula to maximize your click-through rate.)

Step 2: Write your subject line like you normally do.

Step 3: Send a test message to your Gmail account.

Step 4: Make sure the test message is delivered to your Primary Inbox.

Step 5: If it isn’t, adjust the subject line and body of the email until it is.

Step 6: Once it successfully delivers, send the email to your list.

I’ve found it takes an additional 5-10 minutes per email to get this to work, but last week it was the difference in 739 additional people getting and opening my email.

5 things you can adjust in each email to make sure your readers open it

My testing has shown several variables in your emails getting delivered:

Variable #1: The subject line itself

Variable #2: The number of links in the email

Variable #3: The length of the email

Variable #4: The size and number of images in your email

Variable #5: Don’t use naked links (i.e. don’t paste a link in your email. Instead, link a section of natural text.)

So, if you’re having a hard time getting your email to hit the Primary Inbox, adjust these 5 variables until it does.


Moral of the story is this…

Spend another 5 minutes on each email.

Send a preview message to yourself and make sure it actually gets delivered to the correct tab.

This will increase the number of people that open and click on your emails.

Want more traffic? Get more people to see your email.

Want more sales? Get more people to see your email.

How do you do that?

With the Subject-Dry Run.

PS: Thanks to Brian for turning me on to this strategy. If you haven’t checked out his blog, you should do that now. (Here is my favorite post.)