Google sends fewer clicks. Build the list while it still sends some
Search is starting to keep the answer for itself. The visitors it still sends are the cheapest audience you will ever get a chance to keep.
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Research notes and founder essays on browser audiences, web push, and when not to send.
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The visitor you already paid for
Most marketing budgets end at the first visit. Retention starts the second the tab closes, and most sites have nothing there.
Push has a spam folder now
The list shrank most weeks and I blamed the headlines. The browsers had already started filtering.
There is no web push census
I looked for how many people in each country have web push. The honest answer is that nobody counted.
The country is a browser mix
Internet penetration is already at the ceiling in the markets I care about. The useful variance is which browser people live in.
Browsers now unsubscribe your readers for you
The list can shrink without anyone hitting Unsubscribe. That is not a bug in your composer. It is policy.
Where did my subscribers go?
Most weeks the number went down. CTR looked fine. Nobody in the tool could name the losses.
Push has a deliverability problem now
The dashboard said the list was large. I could not tell if the phones were quiet.
The email that taught me web push exists
I did not take the meeting. I did take the channel seriously later. You already have a newsletter. The browser is sitting there.
The list that lied
The product said one number. Delivery felt like another. I could not get anyone to show me the gap.
The argument you cannot win
Every journalist wants their story pushed. Fair. Without a ledger, volume wins the meeting.
Don't spam them. Nudge them when it matters.
I got tired of tools that only know how to send. This is the note I wanted to hand someone.
Know when to nudge.
Know when a notification is worth sending.
The useful question is who should not get this one.