Email campaigns are one of the most easily-tracked marketing efforts. Knowing the key metrics for each email campaign, such as open rates, click-through rates, conversion rates, and unsubscribe rates, can help you quickly identify list fatigue and put in motion a corrective course of action.
On average, most companies send out an email blast every two to three weeks. In some cases where a company is influenced by seasonal purchasing, the frequency may be increased to a few times a week. To get a feel for the right number of email blasts, find out what your competition is doing by simply signing up for their email promotions and newsletters.
When you start to see a downward trend in any of the metrics listed above, this means your list is most likely overused and its time to modify your email strategy. Options to consider are modifying your offers, improving the quality of your messages, or decreasing the frequency of your email blasts.
If you signed up for your competitors’ emails, you’ll be able to get a feel for how their subscriber list is segmented, which products they are promoting, and be the first to know when they are launching a new promotion.