Stop me if you’ve heard this one before.
I found an interesting article from Online Marketing Connect about testing email frequency and how relevant your emails are to your customers. Brendan Regan gave a great example from his own inbox on the frequency of one merchant who’s been pushing offers too frequently. The 7th, 9th, 10th and 12th day of the month, he was sent almost identical emails with very little changes to the subject line. So it got me thinking… What is in MY inbox? I picked one random company that sends up to 4 emails a week and it was practically the same thing…
20% off Your ENTIRE Purchase! Plus FREE Gift!
20% off Your ENTIRE Purchase!
20% off and a Gift with Purchase!
When the offer is too frequent the reader becomes trained that they don’t have to buy now because the same offer will likely be in their inbox again in a couple of days.
So, how do you test frequency? It’s not as simple as subject testing, or call to action testing, but equally as important to your business. Regan’s advice is to create a Control group and an Experiment group. He said “The Experiment group can be relatively small to minimize your risk. The Control group can get your recurring messaging at the usual intervals. Then, try reducing and increasing the frequency of blasts on your Experiment group until you’ve found the right balance between pestering customers and staying ‘top of mind.’ The hardest part will be determining when and if your results are statistically significant.” This isn’t a ‘one or two’ blast experiment, it will take time and effort on your part, but if you stick with it and know the results you’ll find the balance you’re looking for to keep your customers excited and your campaigns fresh!