Recency frequency rules: the throttle back option?
Jordan Lane blogged Wednesday about an interesting Zappos marketing eMail he got recently regarding their holiday plans. The eMail informed subscribers that they would be seeing an increase in mailings and even named the dates when they could expect to see them.
Seems like a very considerate thing for them to do and of course, Zappos get’s to remind their subscription base once again to keep them in mind for holiday shopping. However, as Jordan observes, they forgot to include any way for people to opt-out of the increased frequency of emails without unsubscribing altogether. In the midst of the holiday rush it may be that not many will remember the “heads-up” eMail and may consider the increased eMails as spam.
The real question is: does your eMail delivery technology have the capability to offer “frequency throttle backs” for this kind of scenario and if it does would you want to offer that option to your subscribers? Post your comments!
Takeaway: Recency frequency rules are a great way to prevent attrition or “churn and burn syndrome”. Does your technology offer this? If it doesn’t have you considered technology solutions that do?
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