The holiday season is here, and you know what means: every merchant with an email list is ramping up their email schedule. Before you join them, give some thought to the effect that increased mailing frequency is likely to have on your list.
According to a recent report by Exact Target, the single largest reason that people unsubscribe to an email list – cited by 54% of those surveyed — is that emails were too frequent. At the holidays, when consumers are bombarded with emails from every list they’re on, it’s not uncommon for opt-outs and spam reports to run double the norm.
If sales from the increased mailings more than cover the cost of the subscribers who opt out, that’s great. But do the math before you mail and make sure you’re not killing the golden goose. What’s the average lifetime value of an email subscriber to you? How much does it cost you to acquire a new email subscriber?
Sending a barrage of emails is often the easiest way to pump up holiday sales. Before you set your schedule, make sure that the short term gain isn’t outweighed by the subscribers you’ll lose and never regain.
