As a marketer it is difficult to determine the optimal frequency of your campaigns. If you send too many e-mails, your subscribers will get the feeling that they receive a lot of e-mails and they write out. Nevertheless, increasing the shipping frequency can improve the overall impact of your email marketing. How far can you increase the transmission frequency, without subscribers unsubscribing?

Many marketers become nervous when they examine the optimal transmission frequency for their database, because the only way to find out is to test this. Every list of subscribers and the involvement with your e-mails is unique. Take the following steps to perform this test properly.


Step 1: determine your goals

It is important that you determine in advance which results you want to achieve from this test. Afterwards you can then determine whether the increase in the shipping frequency was successful. Determine, for example, what the absolute increase in the number of clicks from your e-mails should be to your website. Or is your goal more focused on conversion? Then consider which extra conversion you need to achieve as a minimum.

If you have a high unsubscribe percentage and want to reduce the number of e-mails, do not go too fast in the frequency, but make sure you return to the balance in which your subscribers accept your e-mails and do not unsubscribe or, worse, mark your e-mail as undesirable.

By determining the objectives in advance, you can determine rationally how big the success was.

Step 2: choose a test group

Choose a segment (or part of it) as the basis for your test. This test group must be large enough that you have meaningful results after the test. Look again at the goals from step 1. Choose the test group that fits the goals from that step. If your goal is to increase the conversion of products in your webshop via e-mail, then choose the subscribers who normally also end up in your e-mails in your webshop (eg "old customers").

Step 3: determine your control group

Now that you have defined the objectives and chosen the test group, you must also choose a control group. If you only use part of a segment for the test group, choose the rest of that same segment as a control group (provided that this group is large enough, of course). This way you reduce the influence external factors have on your test. If you have opted for a complete segment as a test group, choose the segment that most closely resembles the test group, so that you can exclude as many external factors as possible.

Step 4: create and plan test mails

Compose emails that you send to both the test and control groups. Make sure that the extra emails your test group does and the control group are not roughly the same as the other emails in this series. Do not mix tests as this will make it impossible to determine which factor is causing the difference in the results. This also applies to the time of sending. Make sure the test and control groups get your emails on the same day and time. It is good to test all these things one by one, but run all tests separately.

Step 5: analyze results

Compare the results, such as the open percentage, the click-through rate and of course the percentage of the test group with the control group. Look further than the standard statistics, but especially to the statistics that are related to your objectives of your test (see step 1). How are the results of the test compared to the goals you set in the beginning? View the results during your experiment so that you can intervene if necessary.

After analyzing the results, you can assess whether it is wise to carry out more tests to further optimize the frequency. View this blog if you feel that you can better test another part of your email campaigns.