{"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":"

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

Take it from here, Faith:<\/p>\n

About mood being more important for response rates than split test variables…<\/strong><\/p>\n

I run a handyman business with my husband, and we’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’t, to the point that we plan our vacations around it.<\/strong><\/p>\n

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’s resolutions, school letting out, and so on. There’s even a season for cheapskates and lousy jobs like cleaning up bat guano or whatever.<\/strong><\/p>\n

It’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

I know many an offline business owner baffled by online marketers.<\/p>\n

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

Anyway, do what you want with this info.<\/p>\n

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

It\u2019s one of many reasons daily email contact with your list is so vital.<\/p>\n

Doing so can tell you far more than any open rate.<\/p>\n

Or clickthru rate.<\/p>\n

Or, especially, and survey response.<\/p>\n

To learn how I approach email, go here:<\/p>\n

www.EmailPlayers.com<\/strong><\/a><\/p>\n

Ben Settle<\/p>\n","protected":false},"excerpt":{"rendered":"

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… I run a handyman business with my husband, and […]<\/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":["post-13927","post","type-post","status-publish","format-standard","category-email-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t