Email Frequency: Using Data to Determine Optimal Frequency
There isn’t a magic formula that you can use to tell you when and how often to send messages to your subscriber, but if you capture the right data, you won’t need one. As you can tell from the above example, the timing of the email is dependent on the action of the subscriber, not on an arbitrary date selected by the marketing department. It goes without saying that the more active subscribers are, the more interested they are in your products and services. Subscribers that are reading your emails, clicking on the links to gather additional information, and converting are the subscribers you can send emails to more frequently, as long as the emails contain relevant information that will be viewed favorably by the recipients.
To determine your optimal frequency, analyze your data and use common sense as your guide. While there are some risks to increasing the frequency of your email campaigns, the rewards are great. To mitigate the risks, you must carefully monitor the results of each send, not just the emails that your subscribers are opening and clicking on, but also the emails they are not reading as this could be a sign of fatigue. It is also important to monitor your open and click-through metrics along with the number of unsubscribes and complaints. While relevant emails have fewer unsubscribes and complaints, the increase in frequency could bump the numbers up somewhat if the emails aren’t directly targeted with new offers and specific information the recipients want. You must also monitor your bounce logs closely so you do not continue to mail to invalid email addresses as this will damage your reputation.
It’s important to remember that your subscribers, not your marketing department, are in charge of their own delivery schedule. The way they react and respond to each email lets you know what they like and dislike; so if you capture the right data, you will be able to send each of your subscribers the right information at the right time. Contact Listrak's experts to learn more.
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