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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