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How Many Emails are Too Many?

April 14, 2014
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With over 145 billion emails sent annually, averaging 9,000 emails a year per user, marketers are constantly wondering, "How much email is too much?" Clients often ask us, "How many emails are acceptable to send, and over what period of time?" We've compiled a list of stats that can help you gauge where your marketing program falls among the norms of email marketing frequency. User tolerance is fairly high for emails that have perceived value. The best way to determine whether your company is sending too many emails is to monitor opt-outs, opens and other email metrics....


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Retail Email Unsubscribe Practices Need Improvement
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Thirty-nine percent of major online retailers require three or more clicks to opt out, up from 7 percent in 2008. Likewise, 30 percent of retailers send one or more emails following an unsubscribe request, up from 26 percent in 2008.


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