Dela Quist on Increasing Email List Size and Frequency
Quist also discussed how frequency drives engagement. In one example, he showed how a marketer that sent three emails per week had a lower-than-average clickthrough rate (3.46 percent), but a higher-than-average sales per subscriber rate (1.09 percent). What’s more, the unsubscribe rate for the thrice weekly mailing was lower (0.134 percent) than the weekly mailing (0.139 percent).
“Simply put, the more emails you send the more engaged people become," Quist said. "You can't engage with an email you didn't get. And remember, ISPs measure engagement, so not sending more emails is wrong.”
Quist also told the audience that when preparing an email marketing strategy or program, “work on your database or list size first, then optimize your send frequency — and don’t be afraid. If you mail too much, you can always reign it back in if it doesn't work.”
In closing, Quist made the point that despite all of the social networks and communication channels available to marketers and consumers today, “email should be the primary means by which someone you already know visits your site or interacts with your brand."