You might have noticed that I’m the proud owner of a brand new website design. Hooray!
There’s a story behind this change though, and it’s a lot deeper than just a simple redesign. In fact, if you’ve ever dabbled in any form of email marketing, then you’re going to want to read it – because it teaches a very serious and very important lesson.
"I Need to Increase My Open Rate!"
How many times have you felt frustrated because of how many emails you send out that go straight to the recycle bin?
If they don’t get opened, they don’t get read. And if they don’t get read, it’s a waste of money sending the email, right?
For those of you who don’t know, your ‘open rate’ is simply the percentage of people who open your emails. Having a high open rate is considered a good thing because it means more people are reading the information you’re sending them… and a lot of the time, it indicates that you’re doing something right, such as:
I’m sure that Michael has a great open rate on his emails. Good for him. But. I’m also pretty sure that his open rate isn’t the ‘be all and end all’ of his email marketing (he can correct me if I'm wrong, of course).
You’re about to find out what might have happened to him if it was.
Lessons We Can Learn From This
Here are a few things we can learn from my story: