Next time your executives ask you to increase email message frequency in order to boost short term revenue, take a moment to refresh yourself with the reasons why this is usually not a great idea – for your revenue, your brand, your email assets and, most importantly, your subscribers. Our friend Mark Brownlow does a great job of painstakingly explaining the impact of higher frequency in his post, “Email Frequency, Can you increase it safely?”
Here’s the best answer you can give to this executive demand: “Great idea, Chief. Email marketing certainly is powerful! Let’s focus on the highest opportunity subscribers this week (or day, or month) and send THEM more email. They will value it and appreciate it, and respond at a high rate. The rest of the file will be grateful we didn’t crowd their inbox full of junk, and they will be more likely to respond to our next offer, which is relevant to them.”
Then put on your segmentation hat and look at your data in order to match up promotions with the subscribers most likely to value them. Create some of these targeted messages once, and use them over and over as more subscribers move into these segments. That way, you optimize your resources, as well.
Mark’s advice is right on. Frequency combined with a broadcast mentality is the fastest way to fatigue your subscribers. Segmentation and targeted messaging is the best way to optimize your subscriber experience, increase revenue, have more predictable results and increase inbox deliverability.