Email Marketing Tips: Email sending frequency of whether Email Marketing or Transactional Emails has been the subject of much debate among marketers over the years. In a recent blog post, we discussed the pitfalls of undermailing – many of which may come as a surprise. The consequences of overmailing are more widely recognized, but they’re no less critical to your email program.
Decreased engagement: If your subscribers become annoyed with the volume of email you send, they have several options to deal with the situation. Perhaps the most likely action is no action – then they will simply start ignoring your emails, leading to a less engaged & active subscriber list.
Increased opt-outs: Disgruntled subscribers may go a step beyond ignoring your emails and actually unsubscribe from your email program. Once you lose a subscriber, you have lost all or any potential revenue opportunities and instead left them with a extremely bad customer experience.
More total complaints: Higher send volume may not lead to an increased complaint rate, but this doesn’t necessarily mean your subscribers are happy. With more frequent sends, each individual complaint has less impact (mathematically) on your overall complaint rate. Anyhow if you’re only looking at complaint rate, you could miss an important indicator of decreasing customer satisfaction. For this reason, it’s important to pay more attention to your total number of complaints, as well.
Reduced visibility for all subscribers: If complaints and unsubscribes increases, your sender reputation and inbox placement are likely to suffer. Mailbox providers such as Gmail, Yahoo Mail, Rediffmail, Aol, Hotmail, etc. will begin to take a second look at your incoming emails, and may decide to filter and put your email in SPAM/JUNK or block your incoming messages. With less email landing in the INBOX, your brand will experience limited brand exposure, missed revenue opportunities, and lower lifetime value – not just for subscribers who have disengaged, but for your entire list of subscribers.
