Why some emails always get opened - and others don't

I've often had conversations with several people who check their inbox many times each day, but who weren't sure what it was that made them open some emails and not others.

It boils down to this...

People who are ‘always selling’ consistently get low results, while those who sent mostly informative or educational emails consistently get great results.

The simple principle that can make a huge difference is "the 80/20 rule".

Here’s how it works…

80% of your emails should provide value—whether that’s education, inspiration, insights, or even a behind-the-scenes story.

This builds trust and positions you as someone worth listening to.

(Think tips, how-tos, interesting data, or even entertaining anecdotes your audience can relate to.)

20% of your emails can then be promotional.

That means once you’ve earned your reader’s trust and attention, then you have “permission” to pitch a product or promote a service.

Why does this work?

Because no one likes being sold to constantly.

But everyone loves learning something new, especially when it’s relevant and helpful.

And when you consistently show up with value, your audience is much more open—and maybe even eager—to hear what you have to offer when it’s time to sell.

It’s a long game, but it works.

So if you’re currently sending emails but you're not getting the response you hoped for, try this balance.

Lead with value, earn their trust, and then make your offer.

Simple, powerful, and respectful of your reader’s time.

Ken Countess
Managing Director
KEN IS EMAIL, a.k.a. The Countess Group
1.407.242.4200
www.KENisEMAIL.com
[email protected]