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Set up email frequency options

Use case

Reduce unsubscribes and boost open rates.

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1. Poll customers to find out how effective your current email frequency is.

Several platforms, including Mailchimp and Sendinblue, allow you to send surveys to your customers. Alternatively, you can use an external poll on a platform like Google Forms. For your poll, you can:

  • Ask customers direct questions like How often would you like to receive our emails (less frequently, more frequently, same as now)
  • Make your poll specific to unsubscribers, asking why they are unsubscribing. This will let you know if email frequency is already a weak point of your strategy. 
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2. Determine which frequency options you'd like to offer your subscribers.

Generally, emails are most successful when sent one to four times a month. However, a significant portion of people can be reached more effectively with more or less frequent mailings. More frequent options, daily to weekly, will encourage brand awareness and engage audiences. Less frequent options, monthly and longer, will help prevent spam designations but risk loss of interest. Most importantly, the array of options portrays your business as considerate of customer choices.

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3. Link to an email preferences page at the bottom of your emails.

Email preference pages can typically be set up using a similar process to setting up polls as mentioned earlier, depending on your mailing platform. In addition to the email frequency options, you can also give users other customization options. This page can also house the unsubscribe button, instead of including it at the bottom of the email itself. This will reduce unsubscribes by increasing the activity needed to do so, and provide potential unsubscribers with options to alter their subscription instead of canceling.

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4. Separate customers into different email lists based on frequency preferences.

Not only will this make it easy to dedicate emails to desired audiences, but list segmentation also leads to increases in open rates, click rates, and revenue.

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5. Adjust email content to work for the different frequencies.

Some email types are more suited to less frequent mailings and others to more frequent. Dynamic lists like Medium’s Digest, for example, work well on a daily to weekly basis because the content changes frequently in accordance with user preferences.

For more news-oriented emails, you can compile the content from more frequent emails to use in the body of less frequent emails. If using this method, use preset blocks and templates to reduce duplicate work.

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Current Playbook:

Set up email frequency options

Oct 08, 2021

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