How Email Marketing Is Changing, Why Open Rates Are Declining, And What You Need To Do About It

One thing constant in the world is change. And, being in this world of internet business as long as I have, I know more than most how true that is.

Things are changing. And they’re changing fast.

And, if you don’t keep your eyes open, you’ll get left behind by not adjusting to changes as they happen.

I believe one such change that is happening is in the world of email marketing.

  • Chris Dunn says:

    Good stuff Dave… I totally agree with the segmenting of lists. You’re at a huge advantage if you can isolate people by their experience levels and what makes them “tick”.

    – CD

  • Dave Doolin says:

    I’m speed reading a lot of email these days to stay up on the big picture.

    The best person I know at segmenting is probably Ramit Sethi. He uses one or two question surveys with yes or no answers.

  • Brian Dawson says:


    Very nice article – I agree with all of it.

    Being in internet marketing myself and getting messages out to people, this is right up my alley.

    I like your comments on segmenting the list…it’s very important to get relevant messages to the right people on the list so the content makes sense to them.

    Another thing I like to do with certain segments is to send them a text message (which they usually answer right away) saying that I just sent them an email about __________. After reading this text message, they usually click on the email – more likely than not to read the email I sent them.

  • I also moved over to OfficeAutoPilot and their support is awesome.
    I have only just begun using it and I know that with the ability to segment and
    tag my list plus send text to their cell, I can let my imagination run free!

  • Stephanie says:

    Very good article! I will continue reading previous posts in hopes of using your advice and tips to make my blog successful (and hopefully) profitable. Keep it up!

  • Billy Murphy says:

    (think I misclicked and didn’t submit previous comment, hopefully didn’t double submit)


    What % of your time do you spend on emails/email marketing for your business? A lot of bloggers talk about spending the large majority of their time on this- I spend close to 0% of my time on it with the reasoning that I feel like it’d be bothering my list unless it’s something I feel they absolutely have to hear. Would love to hear your thoughts on this.

    • David Risley says:

      Well, in terms of percentage, I don’t know. I can tell you it is certainly more than zero. 🙂

      Honestly, your attitude about your list is disheartening, IMO. If they signed up specifically to hear from you, why are you so scared to email them? Why are you approaching it from a standpoint of being bothersome or annoying? They signed up to hear from YOU!

      Yes, you only want to send them stuff they’ll care about. It would be bothersome if you didn’t. However, the solution is to have more things to send them that they’ll care about. 🙂 But, simply not emailing them isn’t very workable. They’ll forget all about you, which completely defeats the point of having an email list and community.

  • Good one David,

    Yeah I agree YouTube is a social media platform at the end of the day AND it’s a search engine as there are more videos showing up in google search than ever.

    Problem is you can’t control your subscribers like you can with an email management system.

    Where do you see email in 10 years?

  • Dear David,

    You keep hitting the nail on the head with these super tips.

    Any statistics on “click through” rates?


  • Is Email Dead? Not hardly. Email is alive and doing well. It’s just that we need to get better at using it. Apparently some marketers don’t have a clue – that people on their lists are becoming annoyed by all the emails they receive – right on top of each other. Today, they’re selling one thing; the next day, they’re selling something else. Pretty soon, I find myself getting turned off and ready to click the unsubscribe button.

    You could have tons of incredible content, but it would be a fatal mistake to blast your email list with everything you’ve got. Using more discretion and better timing can allow your message to achieve better results. Over-saturating your list is spamming. This is an opportunity for wiser marketers to look good.

  • danielle says:

    Hi, this was the latest I found on your site about email services, it was from 2013…perhaps an update?

    I’m trying out Easysendy any thoughts? It seems to have a pretty poor help but up to 15-k emails, to 100k users for $20 a month…no affiliate program but…Am I going to do another bluehost mistake, I hope not.

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