{"id":13927,"date":"2019-10-19T09:32:40","date_gmt":"2019-10-19T16:32:40","guid":{"rendered":"https:\/\/bensettle.com\/blog\/?p=13927"},"modified":"2019-10-19T09:32:40","modified_gmt":"2019-10-19T16:32:40","slug":"handyman-business-fixes-busted-thinking-about-email-open-rates","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/handyman-business-fixes-busted-thinking-about-email-open-rates\/","title":{"rendered":"Handyman Business Fixes Busted Thinking About Email Open Rates"},"content":{"rendered":"<blockquote><p>Daily email reader Faith Teel reveals one of many reasons why putting all your faith in \u201cOMG look at my open rates!\u201d and other soft metrics is near-dangerously short-sighted.<\/p><\/blockquote>\n<p>Take it from here, Faith:<\/p>\n<blockquote><p><strong>About mood being more important for response rates than split test variables&#8230;<\/strong><\/p>\n<p><strong>I run a handyman business with my husband, and we&#8217;ve been doing it about 5 years. At this point we know what times of year people are going to call, and when they won&#8217;t, to the point that we plan our vacations around it.<\/strong><\/p>\n<p><strong>The slowest time is just before tax day. The best time is right about now. And there are even repeating sub-cycles related to New Year&#8217;s resolutions, school letting out, and so on. There&#8217;s even a season for cheapskates and lousy jobs like cleaning up bat guano or whatever.<\/strong><\/p>\n<p><strong>It&#8217;s always been that way no matter what I do to our web presence or marketing. The only thing that changes is the quality of the customer, in response to the quality of my marketing.<\/strong><\/p><\/blockquote>\n<p>I know many an offline business owner baffled by online marketers.<\/p>\n<p>In fact, I think the only people who are more amused at online marketers obsessed with email open rates are computer scientists and engineers who know how inaccurate they are.<\/p>\n<p>Anyway, do what you want with this info.<\/p>\n<p>There are many \u201cintangibles\u201d you will miss if all you base your decisions on are tracking and testing, especially online, where your favorite goo-roo beating his chest on stage about all his tests like its his religion notwithstanding\u2026 analytics ain\u2019t as exact and accurate as people pretend they are.<\/p>\n<p>It\u2019s one of many reasons daily email contact with your list is so vital.<\/p>\n<p>Doing so can tell you far more than any open rate.<\/p>\n<p>Or clickthru rate.<\/p>\n<p>Or, especially, and survey response.<\/p>\n<p>To learn how I approach email, go here:<\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/www.EmailPlayers.com\"><strong>www.EmailPlayers.com<\/strong><\/a><\/p>\n<p>Ben Settle<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Daily email reader Faith Teel reveals one of many reasons why putting all your faith in \u201cOMG look at my open rates!\u201d and other soft metrics is near-dangerously short-sighted. Take it from here, Faith: About mood being more important for response rates than split test variables&#8230; I run a handyman business with my husband, and [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"class_list":{"0":"post-13927","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-email-marketing"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/13927","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/comments?post=13927"}],"version-history":[{"count":0,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/13927\/revisions"}],"wp:attachment":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/media?parent=13927"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/categories?post=13927"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/tags?post=13927"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}