The return on investment (ROI) of email marketing is well established. It is one of the most profitable and easiest to implement direct e-marketing channels. Despite the increase in spam and the growing difficulty in meeting the requirements of tools put in place to combat this scourge, email remains a sure way to communicate with customers.
Faced with this observation, marketers believe there is no reason not to exploit this vein further and thus to increase commercial pressure on subscribers. However, care must be taken not to abuse their consent for fear of causing exasperation, which could translate into mass unsubscribes, or worse, spam reports.
A few figures
Lately, the The New York Times published a study showing that in 2010 the number of email campaigns had increased by 15% compared to 2009. Admittedly, this study is based on the American market, but have you not noticed an increase in the number of emails received during the winter sales?
Megan Feltes published a blog post on Emma. qui présente plusieurs critères à prendre en compte avant d'augmenter la fréquence de vos campagnes :
Prepare your followers for an increase in sending frequency.. Ask them to modify their preferences or offer them a survey to increase their acceptable commercial pressure.
Segment your subscribers and target your messages. The mass-mailing age is done. Today, the goal is to offer the right content to the right person (one-to-one).
Track your key performance indicators (KPIs) and adapt your strategy. Analyse your campaign feedback (open rates, click-through rates, shares, and unsubscribes) and adjust your approach for future campaigns.
Be clever. The arrival of holidays and sales are obvious events for sending emails, but other marketers know this too. Take advantage of other opportunities (flash sales, product launches) to increase your frequency throughout the year.
Behaviour needs to change. You can no longer carry out campaigns without a minimum of thought. With a good strategy, you can easily improve your sending results without jeopardising your communication with your subscribers.
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