‘Email Send Frequency: The Effects of Undermailing’ – Return Path
Jen Ribble says, “Finding the right send frequency is a challenge most email marketers face at some point. We all know that overmailing is a mistake, so conventional wisdom points to limiting your send frequency as the “safe” approach. Fewer emails should result less frustration from subscribers, and therefore fewer complaints, right?
As it turns out, there are plenty of problems associated with undermailing, as well.
Missed revenue opportunities: Perhaps the most obvious pitfall of undermailing is this: potential customers can’t buy from you if they don’t know about your products. By limiting your email sends, you decrease the chance of catching a subscriber in a buying mood and increase the chance of leaving money on the table.
Lower lifetime value: If your email program doesn’t provide timely, relevant content, subscribers may not not find it worthwhile to continue their relationship with your brand. The fewer emails you send, the fewer opportunities you have to prove the value of your email program“.
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