2014年6月20日 星期五

How often should I send out eDM?


It’s difficult to decide the frequency of eDM campaign in order to achieve successful email marketing. If the eDM is too frequent, readers may get annoyed and unsubscribe (54% of email users unsubscribe due to frequency). On the other hand, if you send eDM too few, readers may even forget you. According to HongKong Post Comparative Media Study, most of the email users prefer to receive eDM once a month. However, it varies in every case. To optimize the frequency of eDM’s blasting, here are two solutions.

 1. Testing 


Testing is a must in email marketing. Before you schedule the eDM, you can test when your subscribers check emails and how often they engage in your eDM. You can pick one day which drives highest open rate and click rate as the regular blast day. Then, you can test sending eDM to subscribers 1-4 times per month and pick one frequency which subscribers mostly engage in. Once you notice decrease in engagement, just give a break to subscribers and reduce the frequency of eDM blasting.

 2.  Ask your subscribers 


This is the best solution to satisfy subscribers’ preference by asking for the frequency that subscribers want to hear from you. They will expect to receive eDM from you regularly if they can choose the eDM frequency during subscribing. This can help reduce unsubscription as well as SPAM complaints. Remember to offer a link for updating subscription profile in each eDM so that you can catch up with subscribers’ frequent change of preference.

Subscription_Profile

So now you know how often you should send out eDM. Then, when should you send out eDM? Timing is also important to drive open rate and click rate. Stay tuned for next blog!

Source:
Search Engine Watch

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