Use engagement data to calibrate sending frequency
Quest to find the optimal sending frequency
Finding the optimal frequency for promotional emails is a goal worth your time. The risk of over-sending is that contacts will disengage or even unsubscribe or mark your email as spam. The risk of under-sending is that you miss out on sales or increased engagement.
This optimum depends on a lot of factors, the main ones being your brand, the relevance or immediacy of your content, and the preferences of your recipients. The fact that this last factor plays an important role makes it necessary to use segmentation.
An often-overlooked way to find out the wishes and desires of your contacts is simply to ask them. By including a link to a profile page where a recipient can set their own preferred frequency, your customer base can decide for themselves how often they want to receive your promotional content.
Use engagement data to calibrate and personalize frequency
Another way is to look at a contact’s engagement data and adjust your email frequency based on that. In Tripolis Dialogue, admins or advanced users can assign contact fields that will be updated automatically with the last open date, last click date and last send date. In conjunction with a contact’s Engagement score these can be used to determine whether or not a contact would benefit from a higher or a lower email frequency.
It is also possible to automatically update contact fields with the number of clicks (or last click date) on links with a certain tag. This information can be used to increase the frequency of emails that include topics that a contact is specifically interested in, and lower the frequency for emails with content that the contact shows less engagement with. Incidentally these fields can of course also be used to show or hide specific content within an email based on a contact’s interest, using article conditions in newsletters.
Tags can also be used if you are mainly interested in clicks on specific types of links to measure a contact’s engagement. By tagging the crucial links in an email with “call_to_action” for example, the number of clicks on links with this tag can be your deciding factor in determining a contact’s engagement.
To set this up you simply create the various contact fields with names of your own choosing and map those fields on the Engagement page in SETUP – contacts.