Thinking of increasing email frequency for the holidays?
Then you have to read this post by Dayne Shuda on EmailCritic. How to handle Email Frequency During the Busy Holiday Season.
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Less can be more and more can be more
The Wall Street Journal reports that some large retailers are scaling back their email marketing. Benefits of sending less mail include higher open rates, lower unsubscribe rates and an increase in sales.
Read MoreRelevant and timely marketing
What better time to advertise pizza specials than at 2:30 pm on a Friday afternoon?
Either my local pizza joint is doing sophisticated tracking (hrmmm… these people often order pizza on the weekend, email on Friday) or I’m just smack dab in the middle of their average demographic.
In either case, advertising pizza on a Friday afternoon strikes me as the epitome of timely, relevant marketing.
Pizza for dinner, anyone?
Too much? Too little?
Mark Brownlow (who I haven’t linked to nearly enough lately) has insightful commentary on the frequency question.
I really don’t think marketers should be afraid of sending email frequently. There are people who appreciate a lot of email. But I do think marketers should be careful when sending frequently. Good delivery is all about your audience and what you have to offer them.
As Mark says: