Additional to list size reduction is email fatigue, sometimes called opaque churn. As frequency increases some subscribers stay on the list but open less frequently or not at all. The benchmark stats show this clearly, campaign response rates decrease as frequency increases. Putting it together the optimal email frequency is found by finding the maximum number of web visits over a long period when these metrics account for a reduced performance: campaign click rates reduce with frequency, as shown by the benchmarks.
List size reduces due to gambling data singapore unsubscribes, reducing success from future campaigns. The chart below plots the average number of web visits per subscriber over three years against the weekly email frequency during the three years. The impact of click-through rate reduction and unsubscribes with increased frequency causes the drop in the performance as you move to the right on the chart. Total web visits over years the maximum number of visits occurs at six emails per week though there is little performance difference for frequencies five to seven per week.
Remember this analysis is after considering email fatigue, list churn and any deliverability impact of frequency increase. Even with these impacts, the optimal is five to seven emails per week. Only interested in the short term? This is the same analysis, but for the scenario when we’re optimizing performance over just three months. Total web visits over months if you want to optimize your performance over the next three months, the answer is almost alarming.