Email frequency: can you increase it safely?

 

This week a client was questioning the frequency with which they could send (and then re-send) their email marketing message without hindering performance. V12 recommends a send frequency of 7-10 days to avoid list fatigue and increased complaints to ISPs. This is based on our experience and our overall goal to maintain optimal performance of our email infrastructure. This post gives more concrete evidence as to why marketers should heed this advice for acquisition campaigns and also when you should test outside the norms for your industry.

Source: Mark Brownlow, Email Marketing Reports

Email frequency: can you increase it safely?

As the marketing world (re)discovers email, many people are asking if they can send out more email to keep sales/responses flowing through difficult times.

Experts are skeptical, citing the risks of increased spam complaints, unsubscribes and list fatigue. Short-term response boosts can come at the cost of delivery problems, damage to your brand, and long-term loss of sales/responses.

But is there a way of sending more email without incurring these problems? Is this even the right question to ask? Answers below. First, though, you need to understand three things…read entire post here

 

Here’ another older post you might enjoy on this topic because the principles still apply today: Balancing Email Frequency