Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: How many readers are quietly leaving, and why?
What happens in it: Watch the idea unfold: a newsletter that doubles its sends, the readers who quietly leave, and the number that catches it. In Your call you make the decisions in a real case: our unsubscribe rate has climbed from 0.3% to 1.4% in a month, right after we moved our emails from monthly to twice a week. Ryan, who pushed for the change to lift page views, says: “A few unsubscribes are normal. Let’s not overreact.”. Then, in the boardroom, you make the case to Howard, the chief executive, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 4 of 5 in the Email marketing season of the Marketing series.
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