Many CLI clients had major increases in email response in 2009 when they increased the frequency of email, and all of them saw additional increases in 2010. One client decided to push the limits for 2010 in order to find out just how frequently they could utilize email without seeing a drop off in response rates.
They emailed twice as often in 2010 as they had the previous year, and that previous year had been a major increase from a year earlier. The result? Twice as many email contacts and twice as many sales. Even adjusted for the increased number of names on the growing list, sales still scaled up in proportion to the total circulation.
Keep in mind, this was not a client who only used email sparingly the previous year; by most accounts they would have been considered a frequent emailer the previous year. How could this be possible? It takes a full package of services to pull it off:
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First rate creative that calls the reader to respond.
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Special attention to subject lines.
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Dynamically generated content.
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Careful monitoring of delivery stats along with timely response to delivery issues.
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Continual testinging and retest to find the best products and promotions.
They still haven’t found the limit; still testing, stay tuned.