#42 - Can You Send Too Many Emails?

Believe it or not, you actually can.

And whilst this might not be the ‘hottest’ thing to say, considering our entire craft is around retention, there are cases where it makes sense to ‘pull back’, or risk burning through the entire list altogether.

Here’s one recent example we ran into:

In this case, it was a single product store, with the product’s use being primarily online and in incredibly specific situations (we won’t dive too deep on the product for anonymity).

This means that flows like ‘back in stock’ and even ‘browse/site abandon’ (because of product being placed on the home page) as well as a multitude of campaigns, whilst could be done, would not only be unnecessary, but risk burning through the list.

The topics to talk about revolved around (mostly) a single angle, despite the different buckets customers could fall in. And we were certain that forcing out multiple weekly campaigns would lead to an eventual decrease in engagement, despite the high volume of traffic being driven to the site.

(as we mentioned here, LTV is really a function of the product, emails simply help to elevate what’s already working).

And so what we did instead was come up with ideas on how we could hyper personalize the emails, ensuring that what little emails went out packed a punch.

Some ideas included:

• Offering a free demo in the pop-up, and focusing on nurturing the sale with the welcome/NCA flow

• Asking what events the prospect was planning for, and depending on the click branching out the NCA into different use cases/emails

• Discounts only being reserved for cart/browse recovery, making it seem less repetitive across the other flows

• Focusing on a specific event post purchase, and setting it up as an annual recurring (to drive LTV up)

• Campaigns will mainly revolve around ‘bigger events’, and generally shooting the shit

• SMS would focus on bringing them back to the experience (for those who’ve already purchased), w/o an explicit CTA to repurchase

And that’s a wrap!

Thanks for making it to the end! I know today’s episode is a little out there, but if anything, I’m hoping it serves as a little reminder (& even warning) that you can send too many emails.

It’s all dependent on the product and the space you’re serving in though ultimately.

Have a great weekend ahead :)