THIS WEEK IN MARKETING – September 2, 2019
All analysis and insights are included in the video below.
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Study shows marketers that send less emails get more engagement
A study from GetResponse found that email marketers who send one newsletter per week see the results in regards to:
- Open rates (33.41%)
- Click-through (4.65%)
- Click-to-open rates (13.91%).
Also important to note, “triggered emails” (i.e. confirmation emails / welcome emails / link to ebook) had an average of 88.7% open rate.
A few insights from this:
- Emails are annoying, we both know it. Don’t bother people by sending too many emails (i.e. daily)
- The first email you send people after getting their contact info is the most important, it has the most eyeballs and attention.
- Use that attention space to send better welcome emails that might drive them to the next stage in the funnel (i.e. send an ebook, advertise your services)
Study less than half of Google searches results in a “click”
Using data from Jumpshot, Rand Fishkin published news this week that less and less searches in Google result in traffic to websites. Instead, Google is making a strong move to provide the information directly in Google search.
This search triggers a panel from Google Maps that answers the question for the searcher, as opposed to clicking through to a website to find the answer.
There’s a couple of potential issues called into attention here:
- Google sending more and more eyeballs to their properties, creating a potential monopoly (illegal)
- Google has consistently taken away organic real estate to sell more ads space (just business)
Rand makes a tongue in cheek argument that Google is a monopoly and congress should take note. While I don’t disagree with him, I also don’t care – about any of this.
As marketers, we can’t fall in love with channels – they come and go. Entrenching yourself in one space (i.e. SEO) by romanticizing that platform is just plain bad for business (or your career).
Google has to make money – a lot of it. They’re going to do what they have to do, we as marketers have a few options:
- Take to Twitter and complain about all the unfair changes Google makes
- Stop trying to get traffic from Google and focus on Bing (Haaaa, I know good one right)
- Do what we do best – accepts these changes for what they are, learn and adapt
I’m hoping you’re with me on option 3. If so, here’s a few quick strategies:
- Understand that of these zero click searches are niche specific and don’t have much business value anyways
- If you operate in an niche that’s getting hit hard by these types of searches, figure out a way to get exposure
- Seek out keywords whose results have higher CTR opportunity
- Get your content optimized on Google’s own properties (YouTube, Maps, Images, AMP, Knowledge Panels, etc.)
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