{"id":42,"date":"2009-02-16T07:37:41","date_gmt":"2009-02-16T13:37:41","guid":{"rendered":"http:\/\/www.shaydigital.com\/?p=42"},"modified":"2009-02-19T07:41:16","modified_gmt":"2009-02-19T13:41:16","slug":"less-can-really-be-more-with-email-frequency","status":"publish","type":"post","link":"http:\/\/www.shaydigital.com\/index.php\/insights\/less-can-really-be-more-with-email-frequency\/","title":{"rendered":"Less Can Really Be More with Email Frequency"},"content":{"rendered":"<p>Businesses are always\u00c2\u00a0searching for\u00c2\u00a0ways to increase revenue, especially in difficult economic times like these.\u00c2\u00a0 Often,\u00c2\u00a0the suggestion is simiply do more of what is already\u00c2\u00a0generating profits.\u00c2\u00a0\u00c2\u00a0Email\u00c2\u00a0marketing\u00c2\u00a0is especially susceptible to this rationale because it is relatively easy and inexpensive to implement compared to other options (e.g. direct mail).\u00c2\u00a0 For example, if one\u00c2\u00a0email campaign per month generates $50,000 then\u00c2\u00a0two campaigns will\u00c2\u00a0net $100,000.<\/p>\n<p>However, not only can increasing the frequency of your email campaigns not deliver the expected revenue, but it can result in an increase in unsubsriptions and abuse complaints and a decrease in engagement, especially if you can&#8217;t provide relevant content or offers.<\/p>\n<p>In one of his <a href=\"http:\/\/www.retailemailblog.com\/2009\/02\/takeaways-from-email-evolution.html\" target=\"_blank\">takeways from the 2009 Email Evolution Conference<\/a>, Chad White\u00c2\u00a0recounted the experience of REI who\u00c2\u00a0performed a\u00c2\u00a0test\u00c2\u00a0in which\u00c2\u00a0they suppressed emails to non-clickers for 4 weeks, after which they sent them an email promoting REI&#8217;s\u00c2\u00a0anniversary sale.\u00c2\u00a0While the control group\u00c2\u00a0was sent\u00c2\u00a0several more emails over that 4-week period, the suppressed group (who only received the anniversary sale email) outperformed the control group by 4%.<\/p>\n<p>Does that mean that everyone should reduce the frequency of their email marketing campaigns?\u00c2\u00a0 Of course not.\u00c2\u00a0 However, it is a reminder that the days of taking a &#8216;one-size-fits-all&#8217; and one email blast approach to the entire house list should be behind us.\u00c2\u00a0 In REI&#8217;s case, the company\u00c2\u00a0may have identified a group of subscribers\u00c2\u00a0who had begun ignoring their emails because they received too many and sending fewer emails (at a lower cost) could achieve as good or better results.<\/p>\n<p>Less can really be more &#8211; all it takes is a test (or a few of them) to find out.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Businesses are always\u00c2\u00a0searching for\u00c2\u00a0ways to increase revenue, especially in difficult economic times like these.\u00c2\u00a0 Often,\u00c2\u00a0the suggestion is simiply do more of what is already\u00c2\u00a0generating profits.\u00c2\u00a0\u00c2\u00a0Email\u00c2\u00a0marketing\u00c2\u00a0is especially susceptible to this rationale because it is relatively easy and inexpensive to implement compared to other options (e.g. direct mail).\u00c2\u00a0 For example, if one\u00c2\u00a0email campaign per month generates $50,000 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,9],"tags":[],"class_list":["post-42","post","type-post","status-publish","format-standard","hentry","category-email-marketing","category-online-strategy"],"_links":{"self":[{"href":"http:\/\/www.shaydigital.com\/index.php\/wp-json\/wp\/v2\/posts\/42","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.shaydigital.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.shaydigital.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.shaydigital.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.shaydigital.com\/index.php\/wp-json\/wp\/v2\/comments?post=42"}],"version-history":[{"count":0,"href":"http:\/\/www.shaydigital.com\/index.php\/wp-json\/wp\/v2\/posts\/42\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.shaydigital.com\/index.php\/wp-json\/wp\/v2\/media?parent=42"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.shaydigital.com\/index.php\/wp-json\/wp\/v2\/categories?post=42"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.shaydigital.com\/index.php\/wp-json\/wp\/v2\/tags?post=42"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}