Why Email Is Dying
Are your emails getting ignored? You're not alone.
It's harder than ever to get your emails seen—let alone opened. Between inbox overload, tighter spam filters, and new rules from email providers like Google and Yahoo, email marketing has become a full-blown obstacle course.
In this short and sharp video, Jason Buckner breaks down exactly what’s going wrong with email open rates—and what you can do to fix it.
From essential compliance steps to smart engagement tips, he covers everything you need to know to keep your emails alive and well.
👇 Watch the video below to discover how to make your emails stand out—and what to do if they’re not being opened.
Why Email Is Dying
Let’s Talk Open Rates and Inbox Survival. Jason Buckner here from Automation Made Easy—just reaching out to see how your 2024 went.
Was it good for you, as far as email and follow-up is concerned?
Or was it a bit of a problem?
See, most of the businesses I'm working with are finding it more and more of a struggle to get into inboxes—to get past the spam filters, and actually get people opening their emails. Once upon a time, we could easily get 30–40% open rates for our emails, but those numbers are very quickly dwindling.
The Inbox is Getting More Crowded Every Year
Here’s the thing: the number of emails going into people's inboxes has literally doubled in the last 12 months.
And the 12 months before that it doubled and the year before that it doubled too. Yep, this has been happening year after year. So it’s no wonder your email is fighting for attention—and often losing.
As email recipients, we’re all doing the delete, delete, delete dance. But as business owners, we've got to figure out how to stand out and actually get seen.
And that’s just the start.
Say Hello to the Email Police: Google, Yahoo and Friends
Google and Yahoo were the first to get strict, but now every email provider is adopting this as well. They’ve become the email police, setting up new hoops to jump through and rules to comply with that make it harder for spammy emails to reach inboxes.
That sounds great—until your business emails get flagged too.
Here’s what you need to have in place:
- SPF
- DKIM
- DMARC
These need to be set up correctly in your CRM—hopefully, you've done that already.
Then, you need to write compelling content and if people aren't opening then we need to make sure they ARE compelling. Because if people don’t open your emails, the algorithms notice—and that’s bad news. The rule is simple: If people aren’t opening, stop emailing them.
And there's a whole process to make sure we get all of that in place and and even if you use other methods, email is still very, very important in your business, and yet it's dying.
So, What Should Your Open Rates Look Like?
So we've got to make sure we're jumping through all of those hoops, complying with all of those rules first before we even think about other marketing strategies that will go through, of course. But right now, I want you to make sure that your open rates are sitting somewhere between 17 to 28% Well, actually, that's the average, okay.
But what I want you to be doing is making sure your open rates are sitting somewhere between 50 to 60% okay?
Every time you email someone and your open rates are between 17 to 28% there's about 70% of people or more that the Googles, the Yahoos and everyone are saying these people are doing the wrong thing. Okay?
So we need to make sure we're not emailing those 70% of people that aren't opening our emails because we're getting we're getting crosses against our domain name every time we do that.
Okay, so it's super important to make sure we're being compelling. We've jumped through all the hoops. We're getting people to open our emails, and those that aren't, we stop emailing, and there's a sweet spot, if they haven't opened for four months, that's when we stop emailing.
Because email still matters. It's not dead, but it's evolving—and fast.
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