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Email

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)

👉 Source

Search

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.

For example:

examples of no click searches

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.

examples of no click searches

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:

  1. Take to Twitter and complain about all the unfair changes Google makes
  2. Stop trying to get traffic from Google and focus on Bing (Haaaa, I know good one right)
  3. 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.)

👉 Source