Make A Bigger Impact With Email By Sending It Less Often
Your audience will reward you with higher open and click rates
Naturally, you might be inclined to send a whole bunch of messages to your members, but if your goal is engagement, all those messages might actually be counterproductive to your primary goal.
So says the email marketing firm GetResponse, which reports in its latest benchmarking survey a sharp decline in open rate and click-through rate when a marketer increases the number of emails it sends per week from one to two. Marketers that send one newsletter have an average open rate of 33.4 percent, whereas the rate falls to 26.9 percent when a second email is added. Further declines are seen when message numbers increase, falling to below 20 percent after the fifth email.
“Your audience will reward you with higher open and click rates if you don’t send more than five newsletters a week,” writes GetResponse Senior Account Manager Przemysław Depka Prondzinski.
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