Tip! Testing for Frequency

How often can or should you communicate with customers? Ultimately, the only way to determine optimal frequency is to test. Testing should always be integrated into email marketing programs. Without it, improving campaigns becomes a hit-or-miss operation. Despite the importance and benefits of testing, JupiterResearch found only 40 percent of marketers regularly test their email campaigns. Yet marketers who test on a regular basis are more likely to have email conversion rates that exceed industry averages.

Segment off small portions of your list and test different frequencies. Run the test for four to six months in order to get complete results. Measure and compare conversions, and note any activity drop-off.