Wednesday, June 07, 2006

Impact of Increased Email Frequency

Krill and Loren, EmailLabs, released an article, Calculating the Cost of Increased Email Frequency. The article takes a look at a company who increased their sending frequency from 5 emails a month to 12 emails a month. Here are some of the potential impacts from increasing your frequency.
  • Additional unsubscribes (unsubscribe rate increased 140% for this company)
  • Increase in spam complaint rates (spam rate increased sixfold for this company)
  • Increased list shrinkage (Potential loss of 41.3% of list over 12 month period for this company)
  • Potential damage to brand and email reputation
  • Increased cost not covering revenue.

eINFO – a collection of articles and studies about email marketing.

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