Message arrival rate, relevance, frequency synergy

Absrtact: A recent customer asked me: Is it better to send a message to the 1 million users of the user data list than to send a message to the 100 shopping cart? The question looks very subjective, but to answer, the reality is more complicated.

A recent customer asked me, "Is it better to send a message to 1 million users of a user's data list than to send a message to a 100-cart user?" The question seems very subjective, but to answer, the reality is more complicated. Enterprises to more and more sales revenue, especially the holiday sales, due to the credit of the Mail, and about the arrival of the message, relevance, frequency determines the importance of the success of the message has not stopped, then in the end is the arrival and frequency of the message than relevance, or relevance is the key to the success of the How to use can bring the biggest income for the enterprise?

Three levels of message arrival rate, relevance, frequency

Arrival rate, relevance, frequency in the mail marketing is indispensable. In the process of mail marketing, according to the different requirements of different stages, the arrival rate, correlation and frequency of the mails play different important roles. Importance can be divided at the following levels:

The first level, but also the most basic mail marketing phase, the arrival of the most important mail. Whether an e-mail message is delivered to a user's Inbox is an important and basic evaluation indicator in e-mail marketing. The main factors that affect the arrival of a message in a user's Inbox are the quality of the user list, the content of the message title and the design, the reputation for sending, and the use of a professional, reliable Third-party service provider. The arrival of the mail to the user mailbox as the initial threshold of mail marketing, the impact of user follow-up to open, click, is the basis for the smooth mail marketing activities, but also determines whether the mail marketing to achieve the desired effect.

The second level is that the dependencies of the message occupy an important position after the message arrives in the user's Inbox. Mail Marketing Service Webpower that the relevance of the message requires a significant logical correlation between the destination and content of the message, and is consistent with the expectations of the message when the user confirms the mailing list. Specific to the operation, related to the message in the sender, the user name, message title, body, user behavior and so on is consistent with user expectations.

Frequency is the use of a higher level of mail, in the mail to reach the user's Inbox, and provide users with the user's preferences personalized message content, the frequency of sending messages is critical. Frequency is a double-edged sword, send frequency is too low, may affect the maximum spread of message information, sending frequency is too high, it is likely to cause user harassment, resulting in user unsubscribe mail. According to the Direct Marketing Association (DMA) research found that each month sent a rate of less than 1% of the message, sent a weekly unsubscribe rate of 2.5%, with the higher the frequency of the message sent, the rate of withdrawal is also higher, the CTR is also lower. So weighing the reasonable sending frequency is an important measure to enhance the mail user experience and enhance the mail marketing effect.

Message arrival rate, relevance, frequency synergy

The above to the arrival rate, relevance, frequency of importance division, just according to the mail marketing characteristics of the specific axis of the division, in fact, the importance of the three, often not or either, but with each other. If the number of messages sent is constantly refreshed, it is not more advantageous to send a message that has no relevance to the user's mailbox. Frequency also has its limitations. If you have sent messages at the highest frequency, how can you increase revenue without sending more messages? The promotion of correlation and arrival rate is essential.

e-mail marketing is changing, from the "Welcome Mail" as a representative of the unified system automatically triggers the message to the user to confirm the subscription, user behavior and preferences based on the content of the "one-to-one" new members to join the automated mail. User-centric, timely delivery of the high incidence of automatic trigger mail, in the arrival rate, frequency, relevance is no longer independent of each other, and more relevant, the combination of the three may bring a higher conversion rate. According to Webpower in China, for some companies, a series of automated trigger messages with highly correlated content, although the proportion of such emails sent to the total number of shipments is very small, can reach 20% to 40% of the annual revenue of e-mail. And that's why we don't have to waste time to decide which is more important and more critical in determining the success of email marketing.

The success of email marketing is not an either-or proposition

e-mail Marketing is an eco-system, and the success of email marketing is not an either-or proposition. Stop discussing the importance of arrival rates, frequencies, or dependencies in driving the success of e-mail marketing. A sustainable e-mail ecosystem relies on a variety of approaches, and we need to combine the various strategies to properly use them in different situations, so that all parts of the ecosystem, the parts of the e-mail marketing, can work together to achieve the ultimate understanding.