Happy Sunday!

It’s been a wild 10 weeks of emails so far and we’re just getting started.

Your weekly retention marketing reality check. 

Today I’m touching on why brands send too few emails…

💡 I’ve seen 9 figure brands who send 2-3 emails a day and still didn’t think it was enough. So yes - I can almost guarantee that you’re not sending enough emails. 

Too many times brands send too few emails (hint - most customers won’t see most of your emails). This is extremely hindering to your growth and your long-term business incremental improvement.

Think about how many emails you receive in a day, now think about some brands you follow and the last time they emailed you?

It's very similar to seeing ads - most of us see ads all day but can't recall anything specific or even the brand of ad we saw. It's very similar to email - once you get buried in the inbox; it's unlikely the person is going to find or open your email.

It’s simple: more emails = more revenue.

How do you keep your email list healthy and engaged?  

1. Stop being boring…

Be the brand that sends those incredibly engaging and interesting emails. Be off the wall and random. Stop being boring with your emails - you’re a bad*ss brand; not a 90’s catalog; act like it.

One of the biggest unlocks I’ve found when working with brands is stepping outside of your comfort zone. If your emails are interesting, provide value and are enjoyable; people won’t care if you’re sending a lot.

One of my favorite brands for engaging emails is “dBrand” they send emails that break the barrier between brand and consumer and create a story of engagement.

2. Monitor your engagement metrics:

It’s crucial that even if you do everything correctly you still monitor your engagement metrics. Keep an eye on your unsubscribe rate, your spam rate, open rate and most importantly your CTR.

If these metrics are all green and staying healthy; then keep sending. If they start going down - identify why and fix it. Retention marketing should be a consistent balance between sending too much and just enough; if you’re not consistently battling this, you’re leaving $$ on the table. 

Too many brands fail to do proper testing in their retention strategy and have more of a set it and forget it mentality and they usually average 15% revenue from email.

Keep your Metrics below the standard benchmarks below

Unsubscribe Rate < .1%
Spam Rate < .02%
Bounce Rate < .1%

Also aiming for a 60% open rate and 2% CTR are solid benchmarks for overall engagement metrics.

But as always - continue A/B testing and ensuring that what you’re sending is what people want to receive. 

3. Ask your customers

One of the easiest ways to scale your email program as a whole is to get customer feedback. Ask your customer in your post purchase flow or send a campaign survey asking what they want to receive.

Give 2-3 options for them to pick and create targeted campaigns based on those selections.

If you sell wallets, rings and travel luggage but 80% of your customers want to receive info about wallet. Don’t email that 80% about rings and travel luggage consistently.

Sprinkle it in but make the focus around what they’re already interested in - this ensures they stay engaged with your emails and are more likely to convert.

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Thank you for reading! I appreciate you.

Best Wishes,
Kody