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How to get people to open your emails

Julian Shapiro
Contributor

Julian Shapiro is the founder of BellCurve.com, a growth marketing agency that trains you to become a marketing professional. He also writes at Julian.com.

We’ve aggregated the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.

This is how you’re going stay up-to-date on growth marketing tactics — with advice you can’t get elsewhere.

Our community consists of 600 startup founders paired with VP’s of growth from later-stage companies. We have 300 YC founders plus senior marketers from companies including Medium, Docker, Invision, Intuit, Pinterest, Discord, Webflow, Lambda School, Perfect Keto, Typeform, Modern Fertility, Segment, Udemy, Puma, Cameo, and Ritual .

You can participate in our community by joining Demand Curve’s marketing webinars, Slack group, or marketing training program. See past growth reports here and here.

Without further ado, onto the advice.


How can you send email campaigns that get opened by 100% of your mailing list?

Based on insights from Nick Selman, Fletcher Richman of Halp, and Wes Wagner.

  • First, a few obvious pieces of advice for avoiding low open rates:
    • Avoid spam filters by avoiding keywords commonly used in spam emails.
    • Consider using email subjects (1) that are clearly descriptive and (2) look like they were written by a friend. Then A/B your top choices.
    • Include the recipient’s name in your email body. This signals to spam filters that you do in fact know the recipient.
  • Now, for the real advice: Let’s say 60% of your audience opens your mailing, how can you get the remaining 40% to open and read it too?
    • First, wait 2 weeks to give everyone a chance to open the initial email.
    • Next, export a list of those who haven’t opened. Mailchimp lets you do this.
    • Important note: The reason many recipients don’t open your email is because it was sent to Spam, it was buried in Promotions, or it was insta-deleted because it looked like spam (but wasn’t). The goal here is to resuscitate these people. You have two options for doing so:
    • (1) Duplicate the initial email then selectively re-send it to non-openers. This time, use a new subject (try a new hook) and downgrade the email to plain text: remove images and link tracking. De-enriching the email in this way can help bypass spam filters and the Promotions tab.
    • (2) Alternatively, export your list of non-openers to a third-party email tool like Mailshake (or Mixmax).
      • First, connect Mailshake to a new Gmail account on your company domain.
      • Next, configure Mailshake to automatically dole out small batches of emails on a daily schedule. Let it churn through non-openers slowly so that Gmail doesn’t flag your account as a spammer.
      • Emails sent through Mailshake are more likely to get opened than emails sent through Mailchimp. Why? Mailshake sends emails through your Gmail account, and Gmail-to-Gmail emails have a greater chance of bypassing Spam and Promotions folders, particularly if the sender doesn’t have a history of its emails being marked as spam.

A.Capital Partners, founded by Ronny Conway, targets $140 million for its third fund

Silicon Valley investor Ronny Conway is raising his third early-stage venture fund, shows a new SEC filing that states the fund’s target is $140 million and that the first sale has yet to occur.

The now six-year-old firm, A.Capital, focuses on both consumer and enterprise tech, and has offices in Menlo Park and San Francisco.

Among the many brand-name companies in its portfolio are Coinbase, Airbnb, Pinterest, and Reddit. (You can find its other investments here.)

Conway led the seed-stage program of Andreessen Horowitz (a16z) for roughly four years in its earliest days and left in 2013 to raise his debut fund, which closed with $51 million in capital commitments. He also raised two, smaller parallel funds at the time.

According to SEC filings, he sought out $140 million for his second fund, though he never announced its close.

A.Capital is today run by Conway, along with General Partner Ramu Arunachalam (also formerly of a16z) and Kartik Talwar, who worked previously with Conway’s brother Topher, and his famed father, Ron, at their separate venture firm, SV Angel.

Conway maintains a far lower profile than his father, who throughout his venture career has nurtured relationships not only with founders but with tech reporters and local politicians.

Though now ancient history in Silicon Valley years, Ronny Conway has been credited with introducing a16z to Instagram when it was a nascent mobile photo-sharing app.

Conway, a former Googler, met Instagram cofounder Kevin Systrom in the several years when Systrom, too, worked for the search giant, beginning in 2006. It turned out to be a highly worthwhile introduction to a16z, though it could have been even lucrative. Though the firm made a seed-stage bet on Instagram, it didn’t follow up with another check because of a separate investment in a competing startup that would eventually flounder (PicPlz).

It was a sensitive issue at the time for a16z, with some noting its missed opportunity. In fact, firm cofounder Ben Horowitz felt compelled to write in a blog post that when Facebook acquired Instagram for $1 billion in 2012, a16z did just fine, wringing $78 million from its $250,000 seed investment in the startup.

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