Metrics Mayhem: Why Your Response Rates are Declining

From Black Friday to Cyber Monday, over the span of four days, I received over 1,000 emails to my primary (personal) email account! Of the thousand emails I received, there were multiple messages from the same retailer/sender and even as many as five emails from the same sender in one day.

Marketers struggle with finding the right frequency to send to their subscribers, and may find themselves asking the following questions: How many is too many? How many is not enough? How is this affecting my overall response rate?

There is no single right or wrong to these questions. Instead, it’s important to find a happy medium at the individual subscriber’s level. As we explored in our recent report, Frequency Matters, different subscribers have different tolerance for email frequency. Take steps to evaluate the engagement of each subscriber and adjust your send frequency accordingly.

Some of the most important things to keep in mind when segmenting your audience by engagement:

  1. Just because you have users who engage with your emails regularly, doesn’t mean they won’t be the first to also complain. If you’re going to message these subscribers more regularly than the rest of your group, be sure to test into it and pull back on sends if necessary.
  2. If you’re mailing to subscribers who have signed up for your account using a secondary email address, it’s more difficult to decipher how engaged this group really is. It’s important to monitor how frequently they’re engaging and implement a win-back campaign if you start to see their engagement metrics decline.
  3. If you continue mailing to a dead account, this might not necessary impact your complaint rate, but will negatively impact your deliverability and engagement metrics. If you don’t win a subscriber back, it may be time to consider cutting back on mailing these subscribers.

While every email program with every subscriber is unique, it’s crucial to test these strategies and continue to test them as every subscriber's engagement will continue to change as time goes on. It’s important to follow these guidelines and not get caught up in over or under mailing your subscribers. For more insight into your email metrics check out the Guide to Email Marketing Metrics

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