If you want more clicks and sales, you need to offer your audience what they desire the most. But how do you know exactly what that is?

I developed a two-step process to determine this, and today, I'm going to share it with you.

A few years ago, my email clicks dropped. People eagerly opened my messages, but they didn't take any action. Improving the copy or changing offers didn't help. Clicks were low, and there seemed to be no obvious reason.

I needed to fix this problem quickly, so I started an investigation.

First, I created a spreadsheet with all the information about every email I had sent. It wasn't easy because, by that time, I had sent over 700 messages to my list.

The spreadsheet included metrics such as the date, subject line, number of recipients, open rate, click rate, and the most important number: the click-to-open rate (CTOR).

CTOR is the percentage of clicks out of the number of opens. This metric shows how well your message resonated with readers and whether it convinced them to take action.

For example, if 186 people opened an email and 31 of them clicked, the CTOR would be (31 / 186) * 100 = 16.6%.

For those 700 messages, the highest CTOR was 37%, and the lowest was 3%.

If you are getting a lot of opens but not many clicks, it means people liked your subject line but are not interested in what you're saying inside the email.

The second step was to sort the spreadsheet to see which emails had the highest click-to-open rates.

This data revealed a lot about my audience: which headlines worked better, what kind of messages they liked and disliked, what offers they took action on, and so forth.

And guess what safelist users desire the most?

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Let me know if you need help building your list. I'm here for you.

Thanks!