The 4 layers of email performance

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Today's Email: The 4 layers of email performance

Your email isn't underperforming because of your copy.

I know that's the first thing everyone reaches for. Rewrite the subject line. Try a different CTA. Add emojis. Remove emojis. Shorter paragraphs. Longer paragraphs.

But email performance is a stack. If you're fixing the top layer while the bottom layers are broken, nothing changes.

Here's how the stack works:

Layer 1: Did the email reach the inbox?

Not "was it delivered." Delivered includes spam. Delivered includes the promotions tab.

If your email landed in spam on Gmail but delivered fine on Yahoo, your dashboard still shows a 95% delivery rate. Looks great. Means nothing.

Inbox placement is the real number. Most tools don't show it.

Layer 2: Did the right person see it?

You sent to 10,000 people. How many of them actually wanted this email today?

Sending to your full list because it's Tuesday isn't segmentation. If half your list hasn't engaged in 3 months, they're dragging down your placement for the half that actually cares.

Layer 3: Was it worth opening?

Now we're at subject lines and preview text. But this is layer 3, not layer 1. The best subject line in the world can't save you if the layers underneath are broken.

Layer 4: Did they take action?

This is where copy, offer, and CTA actually live. One clear ask per email. Make the next step obvious. Don't compete with yourself by stuffing in five different links.

Where most teams get stuck

They jump straight to layer 4 and wonder why nothing improves.

They A/B test button colors while Gmail is quietly routing them to spam. They rewrite copy while 40% of their list is disengaged weight pulling down sender reputation. They add personalization tokens while their tracking domain is flagged by an antivirus scanner they've never checked.

Start from the bottom. Fix layer 1 first. Then 2. Then 3. The copy stuff only matters once everything underneath it is working.

Best,
Alec

P.S. Have a topic you’d like us to cover in the next edition? Reply to this email and let us know! We're always eager to address.