How Frequency Drives Email Marketing Success
For today's marketers, frequency is one of the most important factors of an email campaign. However, many email marketers fall into the same trap. They deploy their campaigns in giant waves and hope that subscribers, and their purchasing powers, get pulled in with the tide. Yet with such little regard for timing, these random check-ins do nothing but flood inboxes with limited return.
Why is frequency so important? A more strategic approach to email frequency can increase engagement, convert subscribers into customers and better disseminate branded information. For email marketers, understanding the benefits of different frequencies is critical to campaign success.
Strategic frequency depends on a number of variables. The first is balance. Too many updates can be overwhelming. Some marketers feel that constant communication will drive sales, but the bombardment can actually deter subscriber engagement. However, too few emails can do the same, lowering engagement through absence. Finding the perfect email balance is challenging, but marketers can do so through frequency's second variable — preference.
No two consumers are the same, and marketers must work to understand individualized email preferences. The best way to do this is through preference centers, where marketers can monitor a subscriber's previous email behavior to determine which types of emails stimulate opens and engagement. Preference centers are also valuable in that they allow subscribers to self-determine their preferences, while also establishing clear expectations between consumers and brands.
Outside of individualized preferences, marketers should be aware of device preferences too. For example, mobile clicks now comprise 40 percent of email opens. Marketers should act in accordance with this larger industry trend and target mobile users. Similarly, in last year's fourth quarter, responsive design increased mobile click-to-open rates by 40 percent and mobile conversion rates grew 70 percent. Again, marketers should recognize this trend and mirror their campaigns to cross-channel compatibility.
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