Back to the Basics: Email Infrequency

Back to the Basics: Email Infrequency

  Email has had a big year; The Los Angeles Times reported that Cyber Monday was the largest in history - more than $6 billion in online sales - and email played an important role. This late in December, most of us have received a virtual onslaught of email from our favorite retailers attempting to get us to participate in the holiday fun. Consumers have come to expect it, but during the rest of the year, marketers wonder whether they’re sending the right amount of emails. In recent years much has been written about email frequency and the ideal number of emails that organizations should send.  In a perfect world, the real answer is that you should send as often as your subscribers allow you to send to them.   In reality, though, we have no evidence or best practice for how much email a particular subscriber is willing to accept. That’s because so many variables are involved. How did subscribers opt-in?...
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