55 trillion emails never opened...

->-> Do YOU have it backwards?

"On average, five times as many people read the headline as read the body copy. It follows that if you don’t sell the product in your headline, you have wasted 80% of your money.” - David Ogilvy

Most email marketers have it backwards.

They spend inordinate time writing an email, but come up with the subject line only as an afterthought.

Ogilvy highlighted this as a fool's errand, decades before email marketing came on the scene. What the headline is to print, the subject line is to email. The subject line's only job is to sell your recipient on opening your email.

If you fail at that, you've frittered away time and energy with nothing to show for it. Because cracking copy that doesn't get read can't sell a thing.

Yet even the best subject lines often have too many hurdles to jump in a prospect's overflowing inbox and sea of digital distractions.

According to statistics, 78% of emails never even get opened -- a whopping 55 trillion emails each year never see the light of day.

They inhabit a virtual junkyard... doomed to remain for an eternity.

Is there no hope?

There's plenty - if you're willing to pay to play.

In a world of scarce attention, one direct mail letter to a targeted prospect can do the work of an entire email campaign.

But many email marketers are afraid of getting started in direct mail.

They needn't be.

The slightly crazy advertising archivist Lawrence Bernstein is obsessed with an “outdated” solution that could transform your results overnight.

It's the airmail envelope.

Yes, the envelope with the trademark red, white and blue border and classic airmail mark sporting the multi-lingual: “Via Air Mail, Correo Aereo, Par Avion” grabs attention with a healthy dose of intrigue to boot.

What may surprise you about this almost forgotten carrier is that you can mail it as reliably to a distant part of the globe as across town.

And because it's formatted to look like personal mail, it has the uncanny ability to make it to the top of the "A-pile" and get itself opened.

If you'd like the full scoop on how to turn this nostalgic envelope into readership… and red HOT response… have a look here.

(You can ignore the first 26 lines as they're about me. What he reveals will profit you far more.)

Best,

Drayton