from JPT Group | April 2022 | Vol. 14 No. 4
It’s in the Mail
Among the new marketing practices that have sprung up during the internet age is email marketing. And it’s got a lot going for it. It’s easy. It’s inexpensive. It’s enormously trackable and measurable.
But how to do it successfully?
Theories and opinions abound. There seems to be very little consensus. Here’s what we know.
The middle of the week (Tuesday, Wednesday and Thursday) seems to be the best time to send your emails – with Tuesday generally considered best, providing some of the highest click throughs.
Then again, there is evidence that shows that Saturday can be successful as well. In the end, it may have to do more with the type of business you’re in. For a B2B company, the mid-week approach is probably best. But for a retail or consumer client (such as DIY stores or casual dining such as pizza shops), weekends can work as well.
As for time of day, mornings seem to work best. Striking while the hot is important. According to EngineMailer responses drop to eight percent after four hours, and down to one percent after 24 hours.
There seems to be one constant. Experian (and several others) claim that an 18 percent open rate on your emails is pretty good. You should be happy with that.
As for which email service to use, again, opinions vary wildly. We were able to find this relatively short “ToolTester” video which reviews and compares some of the major providers. The choice is yours.
“If everybody is thinking alike, then somebody isn’t thinking.”
— General George S. Patton
From the Morning Brew
Remember when we thought Covid signaled the end of IRL…(in real life) everything? Well, as of Q3 2021, U.S. businesses had seven percent more physical locations than they did pre-Covid, according to a new report from the think tank Economic Innovation Group (EIG). The predicted collapse of small businesses “failed to materialize,” EIG research and policy associate Connor O’Brien wrote.
Just about average
Do you think you’re normal? Do you think you’re average? Surprise, surprise. You’re neither. There are, however, many who can claim the mantle of abnormal, but let’s not go there.
It all has to do with “the jaggedness principle.”
According to stcloudstate.edu, the jaggedness principle means that “many of the attributes we care about are multi-faceted, not of a whole. Someone might be very good with numbers, very bad with words, about average in using space, and gifted in using of visual imagery.” A real mish-mosh.
There are several examples of a large group of people being measured and/or categorized and an “average” or “typical” profile being deciphered from the data. The problem is that no one person ever fits all the criteria.
One such example happened during World War II. The U.S. military measured several thousand pilots to design a cockpit seat that would fit the average aviator. The problem was that the seat that was designed using that data, fit no one. No individual pilot was across-the-board average.
Australia attempted to identify – from its 25+ million population – the “average” Australian. They measured age, height, weight, income, number of children, level of education, etc. The result? No one fit the average profile across all the categories.
And you thought you weren’t special.
“The average dog is a nicer person than the average person.”
— Andy Rooney
Rain check. Franklin D. Roosevelt refused to host or attend dinner parties with 13 guests.
– Mental Floss
Hairy situation. A Colorado woman who had part of her tongue removed due to cancer, had it replaced with tissue from her thigh. To her surprise, the new portion of her tongue began to grow hair.
– New York Post
…of a different color. In the original Australian aboriginal language, the word “kangaroo” meant “horse.”
Twice in a millon. In June 1980, Maureen Wilcox bought tickets for both the Massachusetts and Rhode Island lotteries. Incredibly, she managed to choose the winning numbers for both. But her Massachusetts numbers won the Rhode Island lottery and her Rhode Island numbers won the Massachusetts lottery. Her payout was… nothing.
— NBC News
How do you spell “typo”? A Chinese manufacturer made more than 10,000 commemorative items for Queen Elizabeth’s platinum “jubbly” (jubilee).
— Sky News
Worse than poison. The western hook-nosed snake – found in the western U.S. and Mexico – is not venomous. Instead it uses flatulence as its defense mechanism.
Land lubbers need not apply. A retired Florida man has been living on cruise ships continually (save for a short Covid break) for more than 23 years.
Hit me again. People hit Netflix’s “Skip Intro” button 136 million times per day, saving an estimated cumulative 195 years daily.
— Morning Brew
Whatever works. After failing with Celine Dion and Barry Manilow, New Zealand police have been blasting selections by UK musician James Blunt to successfully disperse protestors.
The Month of April
Month of the Month
With spring looming over the horizon and animals emerging from their winter doldrums, it seems only natural that April should honor the likes of the ferret, the horse, the greyhound, the beaver and frogs. Coincidentally April is also Prevention of Animal Cruelty Month.
Of course today, April 15, is most noteworthy. Now known as Income Tax Day — as it has been since 1955, today also marks the anniversary of the sinking of the Titanic in 1912, the death of Abraham Lincoln in 1865 and Jackie Robinson’s debut in Major League Baseball in 1947. Lest we forget, it’s also Purple Up Day, Rubber Eraser Day and “That Sucks Day.”
Question of the Month
In what city and state is the highest-grossing, single-unit independent pizzeria in the nation. We’ll forgive you if you don’t know the name. And, we invite you to enjoy a nice, hot slice of their pizza while you ponder the answer. Just don’t expect delivery.
Quote of the Month
“There comes a time in every man's life,
and I've had plenty of them.”
— Casey Stengel