With disposable income dwindling for many individuals as consumer behaviour shifts, email marketers are being faced with an increased challenge – pressure from the business to generate more sales from the email channel.

 
Consequently, there’s a temptation to inundate subscribers’ inboxes with a barrage of emails in the hope of increasing conversion.
 
However, this approach often backfires, leading to subscriber fatigue, decreased engagement, poor domain reputation, entering the spam folder and, ultimately, fewer sales.
 
Enter Send Time Optimisation (STO) and Predictive Frequency Management (PFM) a win-win solution for enhancing conversion rates whilst maintaining healthy deliverability!

Email marketers are walking a tightrope, achieving balance is essential

 
It’s a never ending balancing act that needs careful navigation to avoid falling:
 

• Send more emails vs subscriber fatigue (i.e. low engagement)
• Offer more deals vs eroding the value of the brand
• Relentless pursuit of sales vs strained customer relationships (i.e. mark as spam)

 
These pressures create a conundrum for email marketers. On one hand, you’re tasked with meeting revenue targets and proving the effectiveness of your campaigns; on the other hand, you must carefully navigate the risks or end up with poor deliverability and enter a spiral of diminishing returns that could take months to recover from.
 
With the help of machine learning and predictive analytics, STO and PFM enable email marketers to strike the delicate balance between driving sales and maintaining subscriber engagement.

By using Send Time Optimisation (STO) email marketers are generating higher conversion rates

 
Send Time Optimisation (STO) is about pinpointing the perfect moment to reach each subscriber. Timing is everything, and sending emails when your recipients are most likely to engage can significantly impact sales.
 
Conversely, poor timing results in your email getting buried, unopened, and unread amongst all the other messages in your subscriber’s inundated inbox.
 
RedEye’s Send Time Optimisation algorithm analyses your subscribers’ behaviour and patterns during the last six months for both clicks and purchases to determine the optimal send time for each recipient – that’s right, we don’t use open rates.
 
We go straight to the metrics that matter the most!
 
Your emails are sent at the precise moment when each recipient is most likely to purchase whether it’s early morning before the workday begins, during the afternoon slump, or in the evening when individuals start to unwind.
 
Our machine learning algorithm continuously monitors the performance of your campaigns. Learning from this data, our platform refines its recommendations to boost your email marketing effectiveness over time.
 
Using STO based on click and purchase patterns is a win-win for the email marketer.
 
Not only are you managing the pressure from the business to generate more sales, but you’re also improving your deliverability at the same time with improved engagement metrics.

Predictive Frequency Management (PFM) is a tool just like the Balance Pole for email marketers to successfully cross the tight rope

 
Email frequency is a delicate balancing act. Sending too many emails risks overwhelming your customers, leading to higher unsubscribe rates.
 
Poor email frequency management can have dire consequences for deliverability. When subscribers receive emails too frequently or sporadically engagement rates can suffer.
 
The likes of Gmail, Yahoo, Microsoft, and Apple Mail may flag your messages as spam, relegating them to the dreaded spam folder, where they’re unlikely to be seen.
 
This is where Predictive Frequency Management (PFM) steps in.
 
PFM uses predictive analytics to forecast subscriber engagement levels and adjust email frequency accordingly.
 
By analysing factors such as past engagement, purchase history, and interaction with previous emails, PFM ensures that each subscriber receives the right number of emails at the right intervals.
 
RedEye’s platform assigns your customers into 1 of 6 engagement segment based on their past behaviours and engagement. As they continue to interact, over time the predict model will move these customers into whichever engagement segment best matches their current habits.
 
Gtech increased their engagement by 17% when using Predictive Frequency Management in their campaign sends.

The benefits are clear

Reduces lost customers through unsubscribes

Frequency is the number one drive of unsubscribes. Predictive Frequency helps protect from over mailing by increasing the frequency of emails to customers who are engaged and reducing it to those who are less engaged.
 

Increased engagement & less complaints

The number of emails are tailored to the individual allowing you to increase engagement and reduce the likelihood of complaints.
 

Secures IP & domain reputation

The increased engagement, and less complaints improves inbox placement and deliverability of all campaigns.
 

Secures whitelist status during peak sending periods

During your peak periods where you have to increase frequency (such as Black Friday or Christmas) it prevents whitelist suspensions and blocks.
 

Improved revenue from the email channel

The overall impact of increased engagement and improved IP reputation is increased campaign revenue and customer lifetime value.

Remember, always test and learn

 
These automated tools are great for email marketers to strike that perfect balance.
 
But remember, your role is to continually improve and test for unpredictable events or changes in macro economics that will influence your customer’s spending power.
 
Embrace a culture of testing and optimisation.
 
Conduct regular A/B tests with and without STO and PPM to determine the most effective send times and frequency levels for your audience segments.
 
Remain adaptable. Preferences and behaviours evolve over time, necessitating ongoing adjustments to your email marketing strategy. Regularly monitor deliverability metrics and take proactive measures to address any issues that may arise.
 
Embracing these sending strategies, coupled with your own intuition, will result in higher revenues for your business and a cultivated long-term relationship with your customer base.

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