There’s a secret used by Ralph Lauren, Ravi Abuvala, and many others that’s proven to boost your open rates. 

It works almost overnight, too. I know this because I used it with my email list and a client’s email list…

And doubled our open rates within a week. 

I’m gonna show you what this is today, so you can also increase your open rates. 

Which will lead to more clicks and more sales for your business and, hopefully, help you scale with less work. 

Now, I can’t take full credit for the CREATION of this idea today…

But what I can tell you is that I: 

• Discovered/overheard this idea…
• Implemented this idea…
• And then, most importantly:I produced actual results with this idea.

Here’s proof.

In that 3rd photo above, the red circled part is BEFORE I implemented the change I’m about to show you that doubled our open rates.

The green circle part is AFTER I implemented the change. 

Before making this change, our newsletters were hovering around 22% opens. Now, they’re hovering around 44% opens…

Plus, you can even see I grew our newsletter list from around 5600 people to over 6600 people.

So deploying this strategy allowed me to both double our open rates and grow our email list by over 1000 subscribers—that’s how powerful it is.

Let me share it with you…

So, you’ll notice a lot of people have this block of text on the bottom of their emails.

Ravi Abuvala does it:

Ralph Lauren does it:

I do it (see bottom of this email, or subscribe here to see my next one). And so do many other heavy hitters who know what they’re doing behind an email list.

The goal here is to limit the amount of promotional to spam words you have in your emails.

It’s not the “total spam words.” Rather, it’s the ratio between spam to non spam words.

So if you have a 150 word email and 50 of them are spammy, that’s a bad ratio. Even though you have only 50 spam words.

Vs. if you have a 350 word email and have 70 spam words, you have 20 more total spam words than the previous email, but the ratio is much better.

Now, since you’re an exclusive email subscriber I can share data with you and secrets that not everyone else will see.

That’s part of our friendship and email subscribership relationship we have together.

Here’s what you can do:

1. Look at other brands, particularly those who land in your primary inbox. And check out those who use a longer text in their footer.
2. Model what they do.
3. Re-word it and make it your own.
4. Test: If you have an email that you’ve sent before that landed in the promo tab, you can take that same email and send it to yourself again—with and without the updated footer.

If the email you send without the footer still lands in the promo tab and the one you send with it lands in primary, then that means your new footer is good to go.

See ya next week.

Matt Hommel

Publishing Director
Email Growth Marketer

P.S. You can also just reply “Ralph Lauren” to this email, and I’ll send you over the footer template for you to copy/paste…if you’re only able to read the browser version right now, you’ll need to subscribe to my email list so you can reply and get access to the footer template!