Newsletter Subject
Reason #209381 why I don’t go blind obsessing over email metrics
From
bensettle.com
Email Address
ben@bensettle.com
Sent On
Tue, Aug 29, 2023 02:44 AM
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It’s always been amusing watching people get tweaked over my so-called “anti-metrics”
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Itâs always been amusing watching people get tweaked over my so-called âanti-metricsâ approach. i.e., I simply donât care about them with email, much less pay attention to them. All I pay attention to is sales and sales trends over time. And whatâs even more amusing than watching the goo-roo fanboys get tweaked about it, snark at me about it, pronounce how Iâm not gonna make it⦠(I am still going strong 21+ years in, but okay, Pumpkin Pussâ¦) is even many of these same peoplesâ marketing heroes donât track their own stuff, even if they preach it to everyone else, nearly as much as they pretend to, if at all. And, yet even more amusing than that is how futile a lot of tracking is due to the lies about attribution told by people selling tracking tools. Maybe âliesâ is a bit strong. I suspect most think theyâre doing the Lordâs work. But a lot of it is, ironically, just making Psychological marketers who pride themselves on attribution and ânot guessing!â have to guess even more about what works or doesnât work than people such as my noble self. Donât believe me? Thatâs okay, I donât expect you to. These ideas I talk about are antithetical to what many are hearing in the Facebook groups they haunt. Been to enough masterminds and watching the room freak out whenever I bring this stuff up to the point where I donât bother casting this pearl before swine anymore. But, since you are not swine⦠and are presumably reading this because it is of interest to you, then maybe you will believe my business partner in BerserkerMail and former Navy Nuclear Engineer-turned-marketing automation specialist Troy Broussard instead â who built his entire business and reputation on email marketing automation, which means mastering tracking & testing at a truly scientific (not fake online marketer science) level, and what he says about this. Specifically what he said in a talk we did together called: âImage Copsâ (Showing the science behind how images can tank inbox & Primary tab delivery) Here is what he said: === ... I have seen some of the most complex shit in the world for tracking. Iâm really good friends with a guy that that has a really in-depth tracking solution that he sells. But at the end of the day, itâs about like attribution and things like that, that they canât really track. They know that you clicked on the link in your email, but was that what actually generated the sale or was it because they saw the retargeting ad on Facebook that reminded them of the email that was sitting in their inbox? Or did they hear the radio spot and then go look at your website, but later get retargeted? And then instead of clicking and retargeting, they went back to the email⦠All of these systems are about attribution. But there truly is no way to properly attribute it. Itâs a lot of guesswork and based on last trackable actions. But that doesnât mean that thatâs what actually attributed to the sale. And, like you said [about this Ben], like who is the spokesperson? What is the relationship? How much history do they have on those lists? All of those things go into the sale far more than any kind of open or click rate tracking. === Something to think about or not think about at your displeasure. Either way, I will just say this: If you take the approach Troy is mocking above (being obsessed with attribution as some kind of end-all, be-all) then you, my friend, are whatâs known⦠as a Psychological Marketer, and not a Sociological Marketer. Which means you are very likely guessing far more than I am. Yes, even though I donât obsess over metrics. And this is especially true, in my experience, in todayâs online and community-building atmosphere online, where itâs not as simple as just running an A/B test to a direct mail list or newspaper or whatever. Far more moving parts nowadays. Trying to attribute a sale to any one thing is probably not going to give you the whole story. And this is especially the case the more influential you become. The good news: If you want to exploit this phenomenon (while still tracking to your heartâs content, as I am not saying not to track, lest the goo-roo fanboys have heart burn over this email), and use it to your advantage⦠then see the upcoming September Email Players issue which is all about Sociological Marketing vs Psychological Marketing. The former is, in my opinion, superior to the latter. Even though most people in marketing I've seen do the latter. The deadline to subscribe is in just a few days. If you want in hit the jump below: [httpsâ¶//www.EmailPlayers.com]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2023 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to
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