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Recency frequency rules: the throttle back option?

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.

The Zappos heads up holiday eMail
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?

  • 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
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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