– The largest drop-off in subscribers occurs before they receive their first email.
– The first email has the highest open rate, but the suggestions being offered require people to take action and open an email, which may not provide sufficient data.
– Collecting data through email after sign-up is not efficient or effective in addressing the root cause problem.Implement a strategy to collect data and engage with subscribers before they receive their first email, in order to address the drop-off in subscribers and improve the effectiveness of email marketing efforts.I like many of these suggestions, but they overlook the elephant in the room. The biggest drop-off in subscribers occurs before they receive their first email. The first email has the highest open rate of any sent, yet all the suggestions being offered require people to take action and open an email where you have little data about anyone other than ancillary. The click-through rate on an email, assuming 10% which is high, yields limited data about a small subset of the audience you are sending to. In other words, collecting data after sign-up through email is a good call, but not a very efficient or effective one. This thinking is a bit narrow in its application because it addresses the surface-level problem, not the root cause problem. Full article in the comments talking about this common misconception of “actionable” ways to shift for iOS 15. Ultimately, there will be a split in approaches, and many of the current ones and suggestions don’t address the greater underlying issues. #marketing #email #ecommerce #customerjourneyhttps://www.linkedin.com/in/jivanco