Why Teachers Don't Make Money

Every email you send trains your list to do something. Most people don't realize they're training their subscribers to expect free stuff and never reach for a wallet. In this episode, Igor breaks down why he never sends "chat emails," what Gmail is actually measuring when it decides whether you land in the inbox, and the psychological barrier that makes marketers overcompensate with value emails until their list stops buying entirely. Plus: the story of a friend who ran two campaigns to the same list, sent roughly the same number of clicks, and got 200 sales from one and 20 from the other.