Here's a lightly anonymized version of a true story that I overheard recently: Sender reaches out to big ISP X, asking for help with deliverability issues. ISP offers to investigate. When investigating, they find engagement is very low and complaints (and unsubscribes) higher than average. Why? Because the email marketer is emailing everybody on their list three times a day, every day, forever.
Sending too often dilutes your engagement metrics. You might think that every time you hit that send button, you're guaranteed to make more revenue. But there's a tipping point, beyond which you drive subscribers to unsubscribe, report spam, or ignore your messages. None of these are good things, and if left unchecked, will eventually cause deliverability problems -- spam folder delivery, or worse!
Remember, the inbox belongs to the subscriber, not the sender.
Here's a lightly anonymized version of a true story that I overheard recently: Sender reaches out to big ISP X, asking for help with deliverability issues. ISP offers to investigate. When investigating, they find engagement is very low and complaints (and unsubscribes) higher than average. Why? Because the email marketer is emailing everybody on their list three times a day, every day, forever.
Sending too often dilutes your engagement metrics. You might think that every time you hit that send button, you're guaranteed to make more revenue. But there's a tipping point, beyond which you drive subscribers to unsubscribe, report spam, or ignore your messages. None of these are good things, and if left unchecked, will eventually cause deliverability problems -- spam folder delivery, or worse!
Remember, the inbox belongs to the subscriber, not the sender.
Or, "Subscribers rule!" as we used to say back at ExactTarget. (Can't believe they trademarked that. Am I allowed to even say it here?)
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