Comments on: When the Email Relationship is Over http://redpillemail.com/blog/2009/when-the-email-relationship-is-over.html embracing the sometimes painful truth Fri, 23 Jul 2010 17:37:23 +0000 hourly 1 http://wordpress.org/?v=abc By: Stephanie Miller from Return Path http://redpillemail.com/blog/2009/when-the-email-relationship-is-over.html/comment-page-1#comment-150 Stephanie Miller from Return Path Wed, 18 Mar 2009 13:39:22 +0000 http://redpillemail.com/blog/?p=406#comment-150 Great post, John. You highlight the fact that there is both art and science to email marketing (and any marketing). There is no hard and fast rule about optimal frequency or the "long tail" of non-responders. Perhaps for a retailer of flowers or furniture, 12 months between purchases is just fine. There would be lots of potential buyers in your 12 month "non responder" file. Meanwhile, if you are sending email every week, think about the content and contact strategy carefully in order to engage, and avoid "stalking." On the other hand, if your product is a frequent purchase (e.g.: Subway) an online service like Match.ocm or Facebook or auctions (eBay), then you may find that sending daily messages when your subscribers are active is welcome and valuable. The win-back question is inextricable from overall frequency, content strategy, behavior tracking and choice. Which is why so few email marketers really get it right. THANKS! Great post, John. You highlight the fact that there is both art and science to email marketing (and any marketing). There is no hard and fast rule about optimal frequency or the “long tail” of non-responders. Perhaps for a retailer of flowers or furniture, 12 months between purchases is just fine. There would be lots of potential buyers in your 12 month “non responder” file. Meanwhile, if you are sending email every week, think about the content and contact strategy carefully in order to engage, and avoid “stalking.”

On the other hand, if your product is a frequent purchase (e.g.: Subway) an online service like Match.ocm or Facebook or auctions (eBay), then you may find that sending daily messages when your subscribers are active is welcome and valuable.

The win-back question is inextricable from overall frequency, content strategy, behavior tracking and choice. Which is why so few email marketers really get it right.

THANKS!

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