How often should you email different segments in your database?

Nov, 13 2013

Ask a predictive marketer – How often should you email different segments in your database?

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Question:

What does AgilOne recommend - how often should you email different groups (enthusiasts, sleepies, etc.) in our database? How long does it take to get a customized assessment for my business?

Answer:

The recommendation is very different for each company depending on an assortment of variables. What products or services your company sells, the size of your database and the type of incentives you offer are some of the many variables affecting how often you should touch different email segments in your database.  However, as a starting point and a general rule of thumb, at AgilOne we recommend:

Enthusiasts: - times per week

Mainstreet: time per week

Sleepies: - per month

Following this rule of thumb will help you optimize both your open open/engagement rate and short-term revenues.

How long does it take to get a customized assessment for my business?

To find out exactly how many times a month you should email your company’s segments we would first need to run a test using AgilOne. We’d run our predictive marketing platform for a minimum of 12 regular mailing cycles, - so if you’re sending two e-mails per week – our test will take 6 weeks to develop a customized assessment and recommendation specific for your company.

If you would like to read more about this topic, take a look at Email frequency to customers – What’s the sweet spot?