Email Frequency – When Is More Better Than Less?

Angela Cheong
May. 16, 2013 by Angela Cheong

Weekly Email Marketing News Digest

A recent eConsultancy email marketing census showed that 55% of respondents attributed more than 10% of their total sales to the email marketing channel. Given the importance of email in procuring revenue, recent debate has risen over the frequency of email sending.

Sure, Email More; But Not Your Whole File: Experts

An advocate for testing increased email frequency, Ken Magill interviews two experts who offer a different take:

“We’re of the opinion that treating everybody the same with frequency is not the right approach. We can radically increase frequency by orders of magnitude if it’s for that right group based on their engagement and we’ll make a lot more money. And what we’re seeing is by decreasing frequency to people who aren’t that engaged, we’re making more money that way, too.” – Forest Bronzan, CEO of Email Aptitude

“[Y]ou want to increase frequency for customers where it makes sense, and it probably doesn’t take a lot of whizbangery. Look at your own data and bump it up for recent openers, and see where the clicks and revenue go. Your skittish marketer likely feels comfortable starting to test here.” – Michael Iarrobino, Product Manager for FreshAddress

How Often Should Marketing Send Emails? [CHART]

Eloqua answers the question of how much is too much with hard data and analysis.

average_email_chart

How resending one email drove 33% more conversion

Here’s how resending an email to people who didn’t open it the first time worked for one company.

Before the email was resent, several changes were made to the email.

  • The subject line was tweaked
  • The header copy was tweaked
  • The timing was adjusted
  • The measurements for success were pre-defined
Original Results Resending Results
Open rate: 37.5% Open rate: 13%
Click to open rate: 8.5% Click to open rate: 16%
Conversion rate: 1.5% Conversion rate: 0.5%

Looking at the conversion rate, if this had been a promotional email there would have been a 33% lift in revenue just from resending an email.

Remailing: How Often Should You Send?

Marketing strategist, Kestrel Lemen, has recorded a short video to answer the question, “How often should I send a remail?”

Infographic: The Evolution of Email Marketing

Take a look at some of the biggest influences on email marketing.

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While sending frequency is an important topic, what comes first is knowing the basics of email marketing – which is why we’ve put together an Email Best Practices 101 eBook for your viewing leisure. Read it today!

Email Best Practices eBook

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