December 09, 2007

An E-Mail Frequency Question

I recently had a discussion with an e-mail vendor.

This person recommended that e-mail subscribers receive a different number of contacts. For instance, best customers (those that click-through an e-mail to a website at least two times a year) could receive three e-mails a week.

However, customers who never interact with e-mail campaigns (though they opted-in to subscribe) should not receive e-mails, or should be asked to opt-in again.

If you have customers who infrequently interact with e-mail campaigns, but opt-out at low rates and generate profit when e-mailed three times per week, why should the contact strategy be reduced to one time per week for infrequent e-mail responders? What is the financial benefit of reducing e-mail contacts?

Your thoughts?