
The figures highlight that brands can generate four times the number of opens, clicks, and revenue by doubling the number of emails they send to consumers. It also shows that if a brand were to send just one more email to its customers per month than it normally did they could, for a list of 5m subscribers, achieve an additional 1.9m opens (38 per cent of the list) and an extra 175,000 email clicks (3.5 per cent of the list).
Ultimately, by sending one more email brands could deliver an additional £1.8m in revenue from email and deliver tangible return on investment to the brand.These increases are not merely an anomaly of the first additional email sent every month, but an opportunity for brands to continue to increase the revenue by increasing the rate at which they contact consumers.More email means more unsubscribes
A common belief in the marketing industry is that sending more emails will increase the likelihood of these messages being marked as spam or result in consumers unsubscribing. However, for a list of 1m subscribers, the potential additional revenue of increasing from sending four emails to eight per quarter could be as much as £1.3m, the potential loss in revenue from the number of consumers that might unsubscribe from the email list is only £18,000.Share this story