Director of Marketing, MailCharts
Trust us – even your biggest fans don’t want to hear from your brand every day. “Too many emails” is the no. 1 reason why people disengage from commercial email messages.
Brands that take a long-term view of email will avoid increasing message cadence without a purpose. And when you decide to increase your email frequency during key periods (e.g. Black Friday), consider giving subscribers the option to opt-out for X weeks. This will protect you from list-wide unsubscribes while showing your subscribers that you care about them and respect their inbox.
While it’s impossible for us to know what the future will bring, we’re confident that if you prioritise email personalisation, send brand-centric emails, and respect your subscribers inboxes your email program will be extremely successful in 2019 and beyond.