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Unsubscribe rate
You can’t unsubscribe from an email without opening it first.
Therefore, I propose that unsubscribe rate be calculated as the number of unsubscribes divided by opens (not deliveries).
I tweeted the idea here.
I was working with data and accidentally divided unsubscribes by opens. The rate was 20%. I said "Yikes!"
You see, if we divide by opens, then unsubscribes will get the attention they deserve.
Karen Hopper (see "Twitter Corner") threw a slight wrench into my proposal (see Karen's tweet).
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An Exploration of CMI and MarketingProfs' Annual B2B Content Marketing Research
Presenter: Lisa Murton Beets, Research Director, Content Marketing Institute.
Content Marketing Institute (CMI) and MarketingProfs recently published their 12th annual "B2B Content Marketing Benchmarks, Budgets, and Trends" report, sponsored by ON24.
In this talk, Lisa Murton Beets shares top findings and takeaways from this year's research.
Lisa will also answer YOUR questions about the research and what the future holds for B2B content marketing.
Date:
December 1, 2021, 12 to 1pm PT
RSVP:
https://www.meetup.com/Bay-Area-Content-Marketing/events/281509677/
Note: Thanks to our sponsors, Hushly, Talend, ToTheWeb and Treasure Data.
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In each newsletter, I recommend a Twitter user to follow.
This week, I recommend Karen Hopper (@nochillfilter).
Karen lives in D.C. and works at Razorfish.
I met Karen at Content Marketing World in Cleveland this year.
I knew we'd get along when I saw Karen tweet about brewery recommendations.
Check out Karen's personal website, where the tagline is "small data can lead to big ideas, if you know where to look."
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In a post titled "Inside Mailchimp’s push to bring AI to content marketing," Ben Dickson writes about Content Optimizer from Mailchimp:
"A new product that uses artificial intelligence to help improve the performance of email marketing campaigns."
It's a fascinating look at how the feature came to be.
It involves an acquisition, a solution for feeding data into machine learning models and more.
Read the TechTalks article.
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