The ROI Potential of Frequency Optimization

Posted by Jen Ribble 

As we’ve demonstrated, there is no one-size-fits-all solution when it comes to send frequency. Different types of accounts have different tolerance for email volume. By testing different frequencies for each account type, you can find that “sweet spot” of ROI—the balance between missed opportunity and disgruntled customers.

In the illustration below, we calculated the hypothetical ROI increase that would result from altering the sending frequency for each account type. For Primary accounts, we calculated the effects of sending one additional email each week (increasing from two to three). For Secondary accounts, we calculated the effects of one additional email every other week. (No calculations were performed on Dead accounts.) For each hypothetical scenario, we assume a constant number of subscribers, complaints, and read rate.

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Increasing the send frequency for Primary and Secondary accounts resulted in a significant increase in ROI. Keep in mind, however, that this calculation shows only the hypothetical impact on ROI—no other potential effects are considered. To perform a similar test on your own email program, you’ll also need to watch for decrease in total list size and average conversion rate, as well as potential shifts in both in size and in engagement for each account type.

Want to learn more about sending frequency’s effect on your email program? Download Frequency Matters: The keys to optimizing email send frequency.

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About Jen Ribble

With more than 15 years of marketing and PR experience, Jen Ribble is passionate about the art of storytelling and the science of creating high quality, data-driven content. In her current role as Director of Public Relations for Return Path, Jen is responsible for elevating the company’s reputation in the marketplace, crafting engaging thought leadership content, enhancing customer relationships, and driving inbound leads. In her spare time, Jen is an aspiring chef and food lover, a movie fan, and a travel junkie.

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