Handyman business fixes busted thinking about email open rates
Published: Fri, 10/16/20
Take it from here, Faith:
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About mood being more important for response rates than split test variables...
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.
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.
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.
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I know many an offline business owner baffled by online marketers.
In fact, I think the only people who are more amused at online marketers obsessed with email open rates than offline business owners are computer scientists and engineers who know how predictably & wildly inaccurate open rate metrics are.
Anyway, do what you want with this info.
But there are many “intangibles” you will miss if all you base your decisions on are tracking and testing, especially online. Despite your favorite goo-roo beating his chest all day long in Facebook group about all his open rate tests like its his religion, psychological business-building based on analytics & metrics ain’t the only way to go about business. And, incidentally, I go into great detail about my anti-psychological marketing methods in my upcoming "elBenbo Press" book.
(Which launches Monday)
For now, I'll just say this:
Daily consistent email contact with your list can give you data far more valuable than any metric can.
You just have to know what you're doing.
And on that note, to start using email effectively, go here:
https://www.EmailPlayers.com
Ben Settle