Have you ever felt like you talk about yourself too much? Or, have you’ve witnessed this kind of behavior in attempt to cut the conversation short for a hasty exit? A recent study from Constant Contact and Chadwick Martin Bailey reports that 69% of consumers who unsubscribe from an email list do so because they’re receiving too many emails from the business. If you’re talking too much about yourself, you may want to do so less often.
You want to be careful about how much you are emailing your subscribers, or tweeting, or taking about yourself in general. It’s really hard to keep the attention of your audience when the conversation is one way, and this is especially hard for email marketing. Conducting an email send frequency test is the best way to stop guessing and start knowing how much is too often. Here’s how:
Hypothesize. Determine the results you expect to see so you can easily identify success when the results come back. For instance, you might hypothesize that if you decrease your email send frequency from three times to once a week that it will increase your click-through rate by 35%.
Segment. Choose a segment of your current email list and consider it your sample. Ensure it’s sizable and diverse enough to provide meaningful data, and make sure it syncs with the hypothesis you’re testing. Segmenting is a great way to test different segments of your email list and respond to different email frequencies.
Measure. You will need to establish metrics to determine things like open rate, deliverability rate, unsubscribe rate, and click-through rate for that particular sample.
Create. Create a handful of test emails to send your sample. Upon creation, set up your sending frequency with a schedule that aligns with your hypothesis.
Analyze. Use the metrics you’ve established to test against your hypothesis.
Check out some of our other email marketing tips.