This approach revolves around two variables: revenue and churn rate . The more you send, the higher the revenue, but the churn rate (unsubscriptions, inactivity, complaints) also increases . Thus, if the churn rate increases, the number of users who can convert in the future namibia business email list decreases , so that there will come a time when we will have eroded the database so much that revenue will begin to decrease. The following graph illustrates this idea.
We therefore have a context for addressing the question about the frequency of sending in email marketing. It is clear that each business will find its appropriate answer. To facilitate this inquiry, we share with you some ideas and cases that may be useful in this type of questions.
Before trying to answer this question, look at the activity rates by opt-in date . You'll see that the vast majority of inactive users are the oldest ones. You can run a reactivation campaign , and once it's finished, start reducing the frequency of mailings to inactive users.
To avoid database erosion in the medium and long term, it is important to continue attracting new users and reactivating existing inactive users.
Click to open decreases as the volume of campaigns received by the user increases . In other words, the greater the number of messages sent, the less interaction with the content of the message opened. If revenue and transactions increase when click to open is lower, it is because sales opportunities increase (number of campaigns sent).
If the brand is valued by the user, the open rate is not negatively affected by an increase in the volume of emails sent . If the user of the email marketing database is interested in the brand, it is very likely that once the email has been opened and the content has been viewed, they will directly access the site at another time to interact with it.
Establish a metric that translates revenue into value of an email . One option is to divide the monthly revenue generated by the email by the total volume of the database . This way, you will have the economic value that each email in the database brings to the company, and therefore, you will be able to assign a real economic value to the churn rate .
Once you have defined this metric, you can increase the frequency of sending. Don't be afraid. You will see an increase in revenue, which is the main metric by which your work will be evaluated . You can create a control group that will receive a lower frequency and after a sufficient amount of time (40 or 60 days), compare the value generated by each email in each group and the churn rate.
If you have a preference center, you can include the option for the user to decide how often they want to be commercially impacted.
Consider carrying out other marketing actions, such as SMS Marketing, Direct Marketing or Facebook ads to the group of users with the lowest activity rate.
