2 Big Changes You Need to Know
There are 2 significant changes you need to be aware of when using email to grow your business.
One's been brewing for a while. The other one is on the horizon.
Both will have an impact on how you structure your email marketing campaigns.
The first has to do with open rates.
Last week I shared an article about how privacy changes will affect email. The gist of that article is that email open rate tracking is about to be broken.
This will impact your reporting metrics.
But it also means that any follow-up sequences that use opens (or non-opens) as triggers need to be revised.
The change that's been brewing has to do with the length of email nurture sequences.
Once, it was considered a "best practice" to send a long sequence of follow-up emails after someone downloaded your lead magnet, attended your event, etc.
Using a Fibonacci sequence, where you send 2 emails on day 1, then 1 on days 2, 3, 5, 8, etc., was the go-to recommended pattern for email sequences.
However, recent studies show that response rates drop dramatically after the third email in a sequence.
What's working today are shorter sequences triggered by readers' behavior. For example, when someone visits the pricing page of your website.
Email is still the most effective channel for marketing your business. But as email use and online behaviors evolve, so must your strategies and tactics.
More on this coming soon, but feel free to reach out if you want to talk about your email marketing strategy.
Yours for smarter marketing,
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