Inbox Insider: E-mail frequency, when it's too much and when it's not enough

Share this article:

Frequency is a big challenge for e-mail marketers. How often you should send an e-mail to get a consumer's attention and to increase response rates is delicately balanced by how much silent time you should use to give your customer a break.

What you should not do is e-mail too much — it leads to bad brand recognition and to the possibility of opting out. I recently made a purchase at Victoria's Secret and actually unchecked the “opt in to receive promotion” box. But, something must not have registered — shortly after my purchase, I began receiving e-mails with discounts.

I decided to do a test and see if these e-mails would slow if I did not open them and, after about a month, they have not. I have not opened or clicked on any communications from the brand and still, I am getting almost an e-mail a day with various different offers in the subject line. I think that the brand needs to take a lesson in frequency. Just because I made a purchase does not mean that I'd like to hear from them daily. In fact, I am more likely to opt out if the frequency keeps up.

Virgin America on the other hand seems to e-mail me when the time is right. I fly with them six to 10 times each year and they seem to know just exactly how to get me. They send me e-mails about once a month, letting me know about updates, sales, special offers on-board and their newly developing loyalty club, of which I am a member.

The key to a smooth e-mail plan is all in knowing when to send.

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

The junk removal company trashes the batch-and-blast method and focuses on customer loyalty.

News Byte: Exact Data Strikes a Blow for Clean Email Lists

News Byte: Exact Data Strikes a Blow for ...

The company partners with BriteVerify to offer automatic list cleaning to SMB clients.

Oh, Canada! Five Ways to Deal With the Canadian Anti-Spam Law

Oh, Canada! Five Ways to Deal With the ...

A veteran emailer from the North Country tells U.S. marketers how to navigate the new regulations taking effect on July 1.