Have you ever clicked the send button with apprehension, fearing that you have already sent too many mailings? If so, you are not alone. Balancing your mailing frequency can seem daunting, but with the tools in Informz and a little bit of planning, you will be able to maximize your results by finding a mailing sweet spot!
Before you begin, you will want to identify a sample audience for your analysis. This set should be based on two parameters:
- Group Size: Smaller groups (fewer than 20% of the maximum group) can be ignored. You will want to have a large sample size.
- Timeframe: Typically, using one month of data is a good timeframe. However, if you send fewer mailings, you may want to look at two months of data.
Remember, too, that different groups often receive different mixes of mailings. Make sure that you select an appropriate sample based on the mailings subscribers receive and the cadence at which these mailings are sent.
To determine if you are sending too many mailings, you will use the Mailing Summary Report for its rich set of reporting insights.
Navigate to Mailings > Mailing Summary Report.
Select a date range from the mailing filters. In general, we recommend a month, or perhaps a quarter, at a time.
Use the Number of Recipients slider to ensure that you are working with a large enough sample size.
Click Update Results.
Click the View Reports tab.
Navigate to the Analyze Subscribers folder and select Email Volume to view the volume report. This report will show two graphs:
- A Bar graph that shows how many mailings are received by different subscriber totals.
- A line chart that shows Delivery Rate, Open Rate, and Click rate.
Note that the two graphs correspond directly to one another – a column on the top bar graph directly aligns to the same column in the bottom line chart. By hovering over a column of data, you can see specific details about the recipient volume and delivery, open, and click rates.
If the open rate increases when subscribers receive greater volumes of mailings, then you are generally not sending too often. However, if the open rate is higher for recipients who receive fewer mailings, you may be sending too many mailings! See the images below for examples.
Open Rate Increases with Additional Mailings
Open Rate Decreases with Additional Mailings
No Changes based on Mailing Frequency
The Power of Information!
With the right information at hand, you can now determine the best mailing frequency for your organization’s message. If you need more help with reviewing the data, please contact your Advisor.