Why Logos Don't Sell — But Relevance Does

Does adding an image or a logo to your emails actually move the needle? In this episode, Igor pours cold water on one of email marketing's most persistent assumptions. Logos and images, he argues, don't build credibility and don't improve your deliverability — relevance does. He unpacks why the best markets are the ones where people are irrationally engaged, how to spot prospects who already want what you're selling, and why the real work isn't creating interest but locating people who are already obsessed. It all comes back to the five things every human thinks about — and the 27-word persuasion statement that taps straight into them.