I read something this week about email marketing (specifically about email list) that quite honestly made me have a paradigm shift of sorts. Dela Quist said, “Inactivity is normal activity,” he tells Ken Magill in an interview at the Magill Report. “Inactivity is the default position for consumers. Highly engaged people are outliers.” As a former Six Sigma Black Belt I know outliers is a fancy way of saying it’s rare, or it doesn’t happen much. Some email marketers get discouraged because they don’t get a huge response to each piece they send. But in reality, most consumers sit back unengaged until the timing is right for them to purchase the product or service. It might be next week, it might be next year. But you have to stay active so those inactive customers become engaged when they are ready, not you.