There is a hidden trick deciding whether your email lands in the inbox or gets…

This is a huge part of what determines whether that email lands in the inbox or not. And what I discovered is something nuts and I've replicated it. A lot of these guys are injecting what I'm now calling ghost ink into their emails. Secret texts behind the actual email that you can't see but exists in the actual HTML of the email itself,

but exists in the actual HTML of the email itself, causing emails that would normally land in the promotions tab not to land in the promotions tab and to go directly to the inbox. So this is the email, plain text, looks nice and simple. It's the message that you wanna get across. Now, when you open it, this is what I call the ghost ink. It's this huge block of behind the scenes

It's this huge block of behind the scenes personal language that's customized to that email. This morning looking through a handful of messages that went out last week, it reminded how often the smallest details decide whether a conversation ever starts. None of that's in the email. All of that's ghost ink that the email service provider is reading,

None of that's in the email. All of that's ghost ink that the email service provider is reading, causing this email to land in the inbox instead of the promotions tab. It works almost 100% of the time.

causing this email to land in the inbox instead of the promotions tab. It works almost 100% of the time.

instead of the promotions tab. It works almost 100% of the time.

It works almost 100% of the time.