Top Tips for Finding The Right Sending Frequency
1. Segment Frequency
Not all customers are the same, and one frequency will never fit all. Analyse your data to identify those segments which have a lack of engagement and reduce their email frequency. If you’re sending too many emails, your subscribers will tune out. On the other hand, with those highly engaged subscribers, you will be able to achieve a much higher frequency.
2. Test With Control Groups
By simply chopping and changing your frequency for different campaigns you will never get a true reflection of how effective your chosen frequency is.
Instead, take a percentage of your audience and put them into a controlled cell who will receive a different frequency. After a while, you can then measure the change in behaviour, for example, identify if those who received a higher frequency purchased more often from you.
3. Give Your Customers The Choice
Provide your customers with the opportunity to define their frequency preferences when they first sign up to your
communications. Give them the option to state how often they would like to hear from your from and allow them to edit these preferences in the future whenever they wish.
4. Common Sense
Sometimes you don’t just need data to tell you what is right. Trust your instincts and think about how often your audience would want to receive emails from you. After all, you should know your customers well enough to have a strong idea.
5. Don’t Have a Fixed Frequency
A fixed frequency might be the most appealing method to take due to the ease of planning and resources, however, there is more to it than simply sending an email to your database every Tuesday for example. It’s likely that you will have valuable information, resources or offers which will need to break your regular email patterns.
Therefore, determine your frequency based upon what key messages you need to send, not what’s easier for you to manage.
6. Monitor Unsubscribe Rates Across Your Top Customers
Not all of your unsubscribes are equal. Losing one of your best customers as a subscriber is far worse than losing multiple subscribers who are highly un-engaged with your communications. When analysing your unsubscribers, don’t just look into how many are dropping off your list, but also, what value these are to you.