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GetResponse – Guidelines – and Exceptions – to Email Frequency Best Practices

GetResponse – Guidelines – and Exceptions – to Email Frequency Best Practices

GetResponse - Guidelines – and Exceptions – to Email Frequency Best Practices

By: GetResponse

One of the purposes of this blog is to share email marketing tips with you, but we want to emphasize that every email marketer, business, and customer base is different, so best practices should act as guidelines only when designing your campaigns. This applies doubly to the question of email frequency.
If you do a quick search, you’ll probably end up with a pile of contradictions, so we’ve boiled down what most e-marketing bloggers, analysts and ESPs are recommending, with the ever-present exceptions!

Send at least 2 emails per month to each subscriber. (What if an exclusive user segment only needs quarterly updates and triggered offerings?).
Never send more than once every 72 hours. (Sure, but what if there’s breaking news, or a huge number of click-through leads?!)
Distribute newsletters at least once every quarter. (We think this one’s TOO lenient; monthly is safer if you want to avoid SPAM folders and unsubscribes because they don’t remember you.
You get the gist! The key to getting your frequency right for your subscribers should be based on:
Subscriber Preferences: Did you offer frequency options when they signed up? If not, try adding it to your online forms to save research time later. Or perhaps they responded to a survey on preferred frequency of emails from your business?
Subscriber Segments: If they did indicate a preference, you clearly have a “frequency segment”. But more importantly, if a group or segment responds more often on a particular schedule, then toggle campaign frequency to take advantage of that metric. After all, your subscribers are “telling you” by their actions that it’s going to be worth the extra effort.

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