The DMV And Google Both Have Trust Issues

You know those DMV visits where they demand 3 forms of ID, a DNA sample, and your 3rd grade report card...

Just to prove you're actually YOU?

I laugh about this every time I visit the license branch.

There I am - a living, breathing human with government ID in hand - and they STILL need more proof I exist!

But there's a bigger story here...

Because right now, Google's doing the exact same thing to your emails.

Thanks to their October security update, they're demanding NEW levels of proof that your subscribers are actually real humans who want to receive your emails.

And if you can't provide that proof?

Your emails get exiled to the promotions tab... or worse.

What makes this tricky?

Google's now pre-loading images in every email - including those hidden tracking pixels that mark an email as "opened."

Your open rates might look fantastic...

While masking a serious engagement problem.

Plus, with Google offering users new privacy settings to block ALL email tracking...

What's left to prove your subscribers are real?

Only clicks and replies.

One of my most controversial recommendations to clients?

Aiming for click rates between 40-60% each month.

Right now, most senders' average click rates hover between 1-2%.

And even the most successful email marketers in the world rarely exceed 10%.

These numbers tell Google something important about engagement.

And with traditional open rate metrics becoming less reliable, these click rates matter more than ever.

I get it.

Achieving such high click rates sounds impossible.

But I've seen firsthand how simple shifts in email strategy can dramatically improve click rates (and ultimate sales!).

And the principles behind these improvements aren't complicated.

Just a few small tweaks to your thank you pages... and a completely different approach to writing emails.

Want to stay ahead of Google's new rules and keep your emails hitting the primary inbox?

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