Carpool canceled last minute yesterday, and I had to drive the kids to school.

I thought they would be annoyed. Nope, they were totally stoked! My daughter called it "Daddy dropoff," just like in Bluey.

It was the exact same route.

Same school.

Same 6 minute drive.

But the because there was a slight change, it was an EVENT.
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​I've seen this same thing play out in newsletter and email marketing data hundreds of times, but I forget it in real life.
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One of my client's onboarding funnels was converting at 1.7%. Not spectacular, but not terrible.

Then we made one tweak.

We had the second to last email come from their COO instead of the creator...It was the same exact email, just from a different name.
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This one simple change lifted the conversion rate almost 2%.

The pattern interrupt caught them by surprise and was just enough to break through the noise in their inbox.
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Now, to be fair, there has to be an established pattern before it can be interrupted. But novelty isn't about being random, it's about waking people up from autopilot.​
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​Thought for the week:

What part of your marketing has people on autopilot right now, and how can you introduce a little surprise?

Here's to breaking the pattern!

Robby

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