BLOG

Too much? Too little?

Mark Brownlow (who I haven’t linked to nearly enough lately) has insightful commentary on the frequency question.

I really don’t think marketers should be afraid of sending email frequently. There are people who appreciate a lot of email. But I do think marketers should be careful when sending frequently. Good delivery is all about your audience and what you have to offer them.

As Mark says:

If every email you send me makes me $1000, you can send as many as you like. If they’re a waste of my time, then once a month is too many.

The companies with the best delivery bring the best value to their recipients. Sure, there’s the occasional issue where mail goes into bulk or is rejected. But when recipients don’t get the mail they want, the ISPs hear about it. And that costs the ISPs money, so they fix it.

Send mail your recipients want, truly want, and you’ll rarely have delivery problems.

Comment:

Your email address will not be published. Required fields are marked *

  • Ongoing Yahoo delays

    I've been hearing from folks over the last few days that they're seeing an uptick in deferrals from Yahoo! The deferrals are not uniform. ESPs report they're seeing some, but not all, customers affected. Other ESPs aren't seeing any changes. It's not just you. But it would be very worthwhile to dig into engagement and other stats. It's possible this is a new normal at Yahoo! and they're tightening filters to catch mail that doesn't fit their standards but was previously difficult to filter.No Comments


  • AOL starts using Sender Score Certification

    Good news for Sender Score Certified IPs. Return Path recently announced that AOL has joined the list of ISPs offering preferential treatment to certified IPs.  1 Comment


  • iCloud Service Disruption

    40% of iCloud users were affected this morning during a service disruption between 2:15AM and 9:30AM. Apple System StatusNo Comments


Archives