Being bombarded with emails especially if they are of the unwanted kind can not only be a nuisance but can also be quite annoying especially if time is wasted deleting them. This unnecessary waste of resources should not be evident in the email exercise of the individual campaign as it would eventually affect its relevance.
Therefore it is very important to decide the appropriate frequency that should be applied to suit each individual targeted through the email campaign.
Overexposure is just as detrimental to any email campaign as underexposure is because this will eventually contribute to the loss of potential sales and customer interests.
Through overexposure the intended customer will feel overwhelmed with the emails sent or they may even feel they are being spammed.
With the underexposure there is the possibility of losing out on opportunities and sales which may have otherwise been successfully made because the recipient received insufficient emails and reminders.
Generally an assessment should be made on the impact the email marketing campaign is making on the customer activity and perception.
If the frequency rate is being launched at a rather high pace then the obvious results would be for the recipient to disengage themselves from receiving the emails.
This can be done by using the aggregate open and click rates that are recorded by most email broadcasting systems. Another way to make an assessment is to look at the average number of emails received in return by the subscribers over a set period of time.
This set period could be anything from one week to one year or anything to be perceived to be a suitable time gauge for the campaign.
By gathering information and studying the data from this exercise, the sender will be able to make a more informed decision on the frequency suitable for each campaign.