Defining Frequency

February 10, 2009
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Yesterday’s Unsubscribe Best Practices post is valuable advice… but it also makes you consider how someone really got to the point of unsubscribing. That unsub is rejection, based on something done or not done. One of the base-level considerations is the number of messages you’re sending to the recipient – the holiday barrage of merchants aggressively reaching out to the recipient, likely made the recipient feel the rapport built wasn’t valued. As if they, the recipient, weren’t important.

Merchants were faced with the reality of no emails equal no sales versus sending a daily email for some sales. Although there was attrition in the form of unsubscribes, sending a daily email this holiday was profitable.

It’s a difficult choice, that daily email could lead to increased number of unsubscribes… but the lack of an offer reduces sales (non-existent or to your competitor.) This delicate balance is sustained by establishing a happy medium, keeping your email sends in check so that the recipient retains the value of information exchanged.

One way to determine your balance, is to prioritize the messages you’re sending by assigning a point value to each. Divide your recipients (actives/ inac


Yesterday’s Unsubscribe Best Practices post is valuable advice… but it also makes you consider how someone really got to the point of unsubscribing. That unsub is rejection, based on something done or not done. One of the base-level considerations is the number of messages you’re sending to the recipient – the holiday barrage of merchants aggressively reaching out to the recipient, likely made the recipient feel the rapport built wasn’t valued. As if they, the recipient, weren’t important.

Merchants were faced with the reality of no emails equal no sales versus sending a daily email for some sales. Although there was attrition in the form of unsubscribes, sending a daily email this holiday was profitable.

It’s a difficult choice, that daily email could lead to increased number of unsubscribes… but the lack of an offer reduces sales (non-existent or to your competitor.) This delicate balance is sustained by establishing a happy medium, keeping your email sends in check so that the recipient retains the value of information exchanged.

One way to determine your balance, is to prioritize the messages you’re sending by assigning a point value to each. Divide your recipients (actives/ inactives) and make sure they all receive your best campaign – use your segmented groups to play with the emails sent before and after that best monthly campaign and see how groups respond. Focus on staying connected with the recipient and determining your sending frequency.
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