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Email Marketing Reports – Email frequency: can you increase it safely?

Email Marketing Reports – Email frequency: can you increase it safely?


Email Marketing Reports - Email frequency: can you increase it safely?

By: Email Marketing Reports

As the marketing world (re)discovers email, many people are asking if they can send out more email to keep sales/responses flowing through difficult times.

Experts are skeptical, citing the risks of increased spam complaints, unsubscribes and list fatigue. Short-term response boosts can come at the cost of delivery problems, damage to your brand, and long-term loss of sales/responses.

But is there a way of sending more email without incurring these problems? Is this even the right question to ask? Answers below. First, though, you need to understand three things…

1. The frequency curve

Here’s a typical curve showing how profits might change as emailing frequency rises for, say, a retailer:

If you start at point A, you initially get more profits as you up frequency. At some point (B) you reach an optimal frequency level. Sending even more mail might bring additional sales, but these are outweighed by the impact of fatigue and unsubscribes…so profits fall.

Eventually, you’re sending so many emails that people are hitting their “spam report” button in earnest. Suddenly (D) you’re on a blacklist or three, delivery rates plummet and profits with them.

The trick to changing frequency is to test carefully, so you find the optimum frequency without slipping onto that sharp and painful profit-killing descent.

Note I say “changing” not “increasing.”

It may be your current frequency is already at point C, and you might make more profits by sending less.

A recent whitepaper from Emailcenter cites the example of toptable.com who tested halving their frequency to one email a week: total bookings went up.

Equally important is to note that some impacts of frequency changes take time to appear. In the toptable.com example, the net benefits of less email only became apparent after three months: the results in the first week of the test gave the opposite result.





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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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