The effectiveness of your email comes down to the context, not the content. so when we think about a customer, I think about a customer journey. If somebody is receiving an email from you, there was something that got them on your email list. There were some way, unless you're shady as shit and you stole it or took it against their wishes. And now you're emailing them. There was a relationship of some sort that got them on your email list could have been a giveaway, could have been an opt-in could have been a bottled product, could have been a joint venture that other company could have been a content upgrade. It could have been a numerous amount of things. That started this relationship that got them on your email list and what tends to happen most of the time. They come up on our email list, we deliver something, we disappear for periods of time. Then we start emailing again. Then we disappear for a period of times and we start emailing again and it always feels transactional. They don't respond well.so then we spend all of our time trying to convince them with copy, to take an action that could have been solved by building a better container or a better context. In this case, a customer journey. And so if you think about it, our job is to lead people. When somebody gives us their email, no matter why they give us their email, we are promising them something that they are willing to give their information in exchange for. And then it's our job to see them through that promise. And then through what's required to happen next.so what do I mean by context, if somebody is on your email list and you're doing a launch, if you take a cold email list and go email them, There's a good chance that you're going to take some time to re-engage people have to warm them back up, but a lot of people take a cold email list and just hit it hard and get upset at the results. so you have two options, let's say you haven't been emailing people. That's okay. Don't send a cold email out of the gate. Be like, Hey, here's my stuff, buy my stuff, do my thing. No. Build the relationship re-establish boundaries. Use my AAA nine step method for re-engagement and say, Hey, I've been gone. I'm sorry. I promised you this. And I haven't done it, but I would like a chance to make it up for you and offer you this over the next couple of days, I'm going to be teaching you about AB and C and then once you're done teaching them, pitch them, there's a 99%. More likely chance of that stat, that adjusts made up that that works better.But when I say context, instead of me writing, how can I write this email? It's going to sell all these people. It's how can I design this journey and take them on a journey where the container or the journey itself makes the conversion easy. Because they take cared for, they feel safe. It's taken over time. We don't need somebody to tell them, but again, we don't need somebody to sell us again. When you're a hundred percent clear on the car that you want to have, when you walk into a dealership, you don't want them to sell you another car. You want them to get out of your way and give them the car that you want. so when you apply those same principles and you think about email the same way, and you create a container, I E the context to allow our journey to happen, to allow our marketing, to help people realize that they need us, or don't need us to help people achieve something before they ever pay us. and we have the patience to do that. I guarantee you. 10 out of 10 times that the context is always going to be more important than the copy.