​Hey Reader,​

Hard to believe that summer is almost over and that it's already time to get back to school.

With school and learning in mind, here are a few email marketing lessons for you from my client work over the past month.

1) Opens & Clicks Aren't What They Used to Be

When I jumped into this email marketing game over a decade ago, open and click rates were pretty reliable.

Today, that's just not true.

With Apple MPP, Google's Newsletter tag, university and business virus/malware protection, and AI email software, there's no way to know if an open is really an open or a click is really a click.

In my day job at SparkLoop, we're moving in the direction of having more stringent requirements in the signup flow so that subscribers must show real human intent.

So what does this mean for you?

First, open and click rates are still helpful to see the direction your list is headed. If open rates are going up, then you're probably doing something right. Same with click rates.

Second, if you want to gauge real human intent you need to make sure people don't just click a link in an email, but also take an action once they land on the page that click took them to.

Third, you need to either be using double-opt-in like Kit recommends, or you need to have an automation in place to filter your new subscribers during their first two weeks. Have a system in place to see if these new subscribers are taking the actions you want them to.

If you need help getting that set up, hit reply and let's talk.

2) Segmentation and Custom Workflows Matter More Than Ever

Over the past month I've been helping a client completely overhaul their subscriber journey.

Old System (not bad, but definitely not ideal):

• Subscriber joined the list & received their lead magnet
• got added to the newsletter and received updated each week
• then got pitched different products throughout the year

New System:

• Subscriber joins their list and gets the lead magnet
• automatically segmented with their next offer updated so they only receive relevant emails
• onboarded for that specific segment
• bridge email to the weekly newsletter
• receive regular newsletters with a dynamic snippet in each email pitching their personalized next offer
• when they show genuine interest, they get the full sales sequence with a follow up after they purchase or pass on it

Everything just works automatically in the background, while my client has more time to do the work that matters in their business like drafting emails only he can write and recording YouTube videos for his nearly 300k subscribers.

This is my Effortless Flywheels framework that puts your emails on autopilot so you can focus on what you do best.

If you want to learn more about how an Effortless Flywheel can work for you, click here to apply for a complimentary coaching call.

3) Nobody Has It All Figured Out

Even the biggest names on the internet don't have everything figured out.

In truth, most of them are building the rocket as they launch it. They have the guts to take action and figure it out as they go.

Pat Flynn released his book Lean Learning this summer which is all about learning what you need to when the time is right .

When there's something these big names don't know (which is every day), they find the expert who can either teach them what they need to break through the hurdle or just take care of the problem for them to make it go away.

If you're feeling like an imposter, you're on the right path. You just need to connect with the right people who can help you.

Hit reply and let me know what you're working on and what you need help with. I'd love to connect you with some awesome people.

Here's to an awesome fall!

Robby

PS - T-Minus two weeks until our new baby is due. Exciting times at the Miles house, so stay tuned.

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