Email Frequency and Secondary Clicks
- lifecycle management;
- contact management;
- personalization; and
- testing and measurement.
Email marketers can score their own emails to determine their relevance. Unfortunately, we don't have a relevance score for these 213 marketers studied, but we do have a number that can serve as a substitute for relevance: click rate. If a person not only opens their email but also clicks on something within the email, the email must be in some way relevant to the subscriber. If it weren't, time wouldn't be wasted clicking within the message.
The most important clicks to measure are secondary clicks. Open rate doesn't count for much — it could have been the reading pane. The first click is much more important — the subscriber is reading the email and clicked on it. This shows real interest. But additional clicks beyond a first click are the absolute best indicator of relevance. Any email that was clicked twice or more is clearly of interest to the recipient. (See the third graph in the photo box for the percentage of secondary clicks for the 213 email marketers studied.)
This graph reveals that there were very few secondary clicks — the median average is 0.92 percent. These were clicks from people for whom the emails were really meaningful. We can now compare these secondary clicks to the frequency of emails sent (see the fourth graph in the photo box).
You can learn a lot from this graph. Sending one or less emails per month proves to be quite relevant to subscribers. These are careful marketers who don't flood their subscribers with emails. This strategy tends to result in more secondary clicks. Once you get into two or more emails per month, interest is greatly reduced. The numbers support the conventional wisdom that frequent emails reduce the interest of subscribers.