Email Marketing News
Email marketing frequency 'must be carefully balanced'
Wednesday, 1 October 2008One of the most significant issues for email marketers is message frequency, according to one expert.
Sending too many emails over a short period of time could result in a negative view of the brand and higher unsubscribe rates, Dianna Dilworth of DMNews said.
She gave the example of an instance where she actively opted out of a particular mailing list after making a purchase but received promotional emails from that company despite this, making her more likely to opt out if this continues.
However, another company Ms Dilworth dealt with sends email marketing messages just once a month, offering only the most relevant offers and content.
She remarked: "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."
Joseph Manos of MindFireInc recently told destinationCRM that any campaign that is not working is likely to be "too much" in terms of frequency.