Avinash Kaushik - world leader in web business optimisation
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Reduce email frequency, sell more products!?
This retail case study on reducing email frequency shows that in this case, less was more. Conversion rates were increased by standardising on "just" 2 e-mails per week.
Fashion e-retailer Net-a-Porter.com has reduced the number of emails it sends to customers from up to 10 per week to two, Brand Republic reports.
Email Frequency before
It had been emailing some customers up to 10 times a week with information including generic updates, highlights from specific designers and details of new products.
Email Frequency after
Net-a-Porter.com now sends each user two automatically generated emails a week that take into account their specific interests and preferences. Conversion rate has been increased.
Product update emails get a conversion rate of more than 10% and newsletter emails are opened by nearly half of recipients.
The study also shows the importance of getting email frequency right. The company sends out around 300,000 emails a week. Email drives 32% of Net-a-Porter's sales and generates more than £1m in revenue each month.
This certainly shows the importance of testing, but it does start from
a high initial email frequency and 2 per week is still quite high. I
have seen other tests on a week frequency where increasing frequency improves sales...
More sophisticated touch strategy approaches where frequency is increased for some customers but reduced for others should also be considered.
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