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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6 Responses to “Recency frequency rules: the throttle back option?”Trackbacks
Check out what others are saying about this post...[...] a sending frequency that makes sense for your business and for the information you have to provide. If you send too [...]
[...] like Yahoo! and Gmail, and blacklists owners like those at SpamHaus blame marketers for sending too frequently to subscribers who are not active or responding. Subscribers vote against too frequent or [...]
[...] can’t? Imagine this taken a bit further sideways: Andy not wanting to unsubscribe, but merely adjust the frequency of the email he receives. Providing that as an option could save his subscription(s) and make him [...]
[...] The throttle back option [...]
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This post was mentioned on Twitter by theeMailguide: The throttle back option: does your email marketing technology offer recency frequency options? Would you use it? ^jd http://bit.ly/27fsc2...
[...] This post was mentioned on Twitter by The Email Guide, The Email Guide and Brandon Wilkins, calcBob. calcBob said: RT @theeMailguide: Throttle back: does your email marketing tech offer recency frequency options? http://bit.ly/27fsc2 #emailmarketing [...]