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When is it Too Many Emails?

Obviously this varies from case to case and the reasons are many, but it is a question that everyone who uses email marketing will ask themselves, and rightly so.

So naturally this is an issue that has been studied by many marketing agencies over the years. As one might expect a happy medium is usually the best policy but finding that medium is not that easy. Having sufficiently interesting content is a key determinant of how frequently to send emails – for example if you have a ‘wicked mad’ offer on a relevant product then you can tell people with little danger of irritating them, and get an improved response.

Also, if they learn to associate the increased frequency with better content and relevance this will generally improve engagement and have a halo effect.

For some companies being too cautious has reduced impact and user engagement through emails – Aviva increased its number of sends and in a recent study improved the number of quotes requested nearly 50% and click through rate went up a whopping 4 fold. Avivas strategy showed that it is possible, with engaging emails sent at a higher frequency to boost response. Again the key was making the emails engaging.

But others generally find that a higher email frequency worsens response and can increase irritation.

A study by MailChimp shows that higher frequency generally reduces engagement. Another study by BlueHornet showed that a third of consumers gave excess frequency as the main reason for unsubscribing, and also that half of all users would likely accept less emails if such an option was available, instead of unsubscribing altogether.

If you need any help with email marketing then please get in contact with us here at Network Intellect.

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