Reading drop-offs between nurture emails
How to spot the quiet gap where subscribers stop moving — even when each email looks fine alone.
Single-email dashboards celebrate opens. Sequence maps reveal the hallway between messages — the days where intention cools.
Measure movement, not vanity
A healthy second email is not merely opened; it continues a path begun in the first. If clickers from email one never appear in email two’s click table, the gap may be timing, suppression, or a promise the first landing failed to keep.
Annotate calendar collisions
Bank holidays, stockouts, and app outages belong on the poster. Without them, teams “fix” creative that was simply unlucky. We keep a thin timeline strip under the journey so context travels with the drawing.
Agree three next sends
A readout that ends without named changes wastes the map. We ask the email owner to choose three actions before leaving the room: a link demotion, a timing shift, or a landing fix. The brief records those choices in plain sentences.