Let me be clear, not just business but marketing your product or service via email marketing. Here is the set up:
Each week we send out an email newsletter with the guest list for our daily business broadcast, Insight on Business the News Hour. (You can take a peek at it here if you wish.) The system we use, Emma, gives us feedback on how our email newsletter ranks against others using a ten-point scale. The image here is the response from our October 27th send where it was opened by about 29 percent of the people to whom it was sent. Now, remember, this is just before the election in November.
This past week we sent out our weekly newsletter and this image is from that mailing. About 33 percent of the people opened the newsletter and, as you can see the ranking moved from 7.2 to 8.4.
Our take from this? During the election cycle, and shortly after, there is so much "in-box-email-fatigue" that many folks simply delete, delete, delete.
And, that...if you are marketing using email...is bad for business. In fact, we'll go out on a limb and suggest that nearly any and all advertising/marketing done during the election cycle is bad for business because so many consumers are...tired.
So, what to do? That's a great question for you to answer. Got a tip?
We've got several suggestions but open to what you might think. Go!