Thanksgiving might be stuffed with food, but the days following are stuffed with sales, special offers, and bulging inboxes that look the way you feel after too much holiday feasting.
With the holiday retail season taking off like a shot after Thanksgiving, many companies make the mistake of sending what seems like a year’s worth of emails in just over one month. It’s the time of year when overmarketing is just as easy as overeating.
Rebel knows email frequency is critical, and we also understand that consumers have a threshold of ads they are willing to receive from a business before opting out. With the rise of email segmentation based on purchase behavior, consumers often expect email frequency to mirror their purchase patterns with that business. According to a recent study by ExactTarget, the two most compelling reasons consumers unsubscribe or unlike a business is due to too frequent emails and excessive social media posting.
It’s important to understand the difference between your casual (the one makes infrequent purchases) customer’s relationship with your business versus your regular (the customer who purchases from you all the time) ones. You can increase your email marketing ROI and keep your un-subscriber count low by tailoring and segmenting your email communications to consumers based on their purchase behavior.
Suppose you segmented your email database to show customers who’ve bought from you every year for the last five years but never made a purchase between Thanksgiving and Christmas. Then you found out that 75% percent of your customers fall into this category. Would it do more harm than good to email your entire database three times in four days? We agree with you.
Use strategic thinking when deploying your email segmentation and schedule: split testing within segments is a great way to understand customer behavior and how it interacts with your marketing.
Contact Rebel Interactive Group if you’re interested in learning to use consumer purchase and behavior data to get the best bang from your email communications (without clobbering your customers).