David Wachs

Open rates are a vanity metric disguised as a strategy. Someone clicking on your email doesn't mean they care. It means they were curious for a second. Real connection goes deeper. It's the difference between a message someone skims and a message someone keeps. Physical, personal communication still has power because it requires effort. And customers can feel that effort. When something shows up in their hands that clearly wasn't automated into oblivion, it changes the relationship.