Review how many emails your subscribers receive and then adjust for how many purchases they made in the last year. Another way to determine email frequency is to set overall rules, such as sending no more than one email every three days, regardless of a recipient’s purchases. This is always a concern when running a short-term sale, as recipients may not open their email quickly. Personalization can increase opens and clicks when done correctly. Test all email deployments to ensure your email service provider is correctly pulling and applying personalization data. Irrelevant product recommendations can include items the subscriber has already purchased or items that are out of stock.
Email subscribers are valuable. They are difficult to obtain and worth a great deal to ecommerce businesses. Losing one because of a misstep in an otherwise well executed marketing plan would be a shame.
In this article, I’ll address how to avoid four email practices that are sure to annoy your subscribers.
Frequency Fail
According to a study by Advanis, a research firm, for Adobe in July 2017, the top complaint subscribers have regarding email is that they simply get too many.
This not a surprise, as we all receive many emails from brands. But there’s a good reason: Email marketing works. Even so, determining the correct frequency is difficult. Different types of subscribers will have different thresholds for “too many.”
Consider the example, below, from Loft, a women’s apparel site. In one week I received nine emails. This is clearly too much for me, as I shop on that site only occasionally.
Review how many emails your subscribers receive and then adjust for how many purchases they made in the last year. As a rule, the fewer the purchases, the fewer the emails.
Another way to determine email frequency is to set overall rules, such as sending no more than one email every three days, regardless of a recipient’s purchases.
One way to determine frequency is a saturation…
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