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Charlie Patel, Owner of Media Assets Newsletter

“Click Me Baby One More Time.”

If you’re watching your open rates flatline and click-throughs barely crawl, it’s time to fix what’s broken—starting with your onboarding. Don’t just say “thanks for subscribing” and hope for the best. Give new subs a real reason to open that first email (freebie, secret tip, exclusive link—you get it). Then use a killer welcome email with the “WE-PAC” method: Welcome, Expectations, Primary inbox ask, Ask for a reply, and Click a link. One good welcome sets the tone for better engagement every time.

Next up: only email the people who care. Use the Base Sending Segment (BSS) method to start sending to your most active subscribers—those who opened or clicked recently. Each week, expand that list a little more, and you'll train Gmail to love your emails again. And for the ghost subs? Send a “greatest hits” email followed by a soft goodbye. If they don’t bite, let them go. Better to clean your list and boost deliverability than talk to a digital void. (LINK)

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