Email Marketers Should Know Subscribers Better
Armando Roggio and Val Geisler talk about how getting to know email subscribers preferences can improve campaign performance.
They also briefly mention a powerful psychological behavior that can happen as a side-effect:
"Second, subscribers who read the opt-out email but didn't respond could look for your store's Father's Day promotion. They have, in a sense, chosen to see the email."
Customize your robots.txt file
Shopify is now allowing stores to customize the robots.txt file which is used by search engines to know how to crawl your store (part of the indexing process).
Shopify's documentation is pretty developer-focused right now but I expect SEO apps to pick up on the feature soon. Just be careful as Shopify's default robots.txt is good for most stores and a mistake in here could have you lose all of your search results.
Track down which customer cohorts perform the best
Different groups of people will behave differently. Repeat Customer Insights includes different cohort reports to help you compare how your customers change over-time and spot new trends.
My articles this week
Take advantage of extra capacity when you have it
Plan your end of summer (winter) promotion
When you wish upon a list
Poor email marketing open rates