Email marketing remains one of the most cost effective tools for eCommerce store owners to connect with customers, promote products, and drive sales. However, finding the right email frequency is a delicate balance. Sending too many emails can lead to customer fatigue and increased unsubscribe rates, while sending too few might result in missed opportunities for engagement. Additionally, respecting customer privacy, particularly when handling unsubscribe requests, is not only a best practice but also a legal requirement.
In this blog post, we’ll explore best practices for determining the optimal email frequency, discuss the importance of adhering to privacy regulations, and provide actionable tips to help eCommerce store owners avoid the dreaded unsubscribe button.
Why the Number of “Sends” Matters. A Lot!
Email frequency directly impacts key performance metrics such as open rates, click-through rates, unsubscribe rates, and ultimately, conversions. How often you send your subscribers an email can determine whether you’re being helpful or annoying, timely or spammy. Sending emails too frequently can overwhelm subscribers, leading to higher unsubscribe rates, while sending too infrequently may cause customers to forget about your brand. Getting too many emails from a brand is the top reason people unsubscribe, so you need to have a balanced approach.
The optimal frequency depends on your audience, industry, and the type of content you’re sending. To determine the right email frequency for your eCommerce store, consider the following best practices:
- Start with a Moderate Frequency: For most eCommerce businesses, sending 1-2 emails per week is a good starting point, but again it’s going to depend on your audience and how they react.
- Monitor Engagement Metrics: Track open rates, click-through rates, and unsubscribe rates to gauge how your audience responds to your email frequency. A drop in open rates or an increase in unsubscribes may indicate that you’re sending too many emails. Low engagement might suggest you’re not reaching out enough.
- Segment Your List: Not all customers have the same preferences. By segmenting your email list based on factors like purchase history, or demographics, you can send more targeted and relevant content. Highly segmented emails can reduce unsubscribe rates and generate more revenue per recipient compared to unsegmented campaigns.
- Test Different Frequencies: There’s no universal answer to the ideal email frequency, so regular testing is crucial. Experiment with different send rates—such as one email per week versus two—and analyze the results to optimize your strategy. Some store owners may find that every two weeks may be a “sweet spot” for maximizing opens without burning out your list, while others see better results with weekly emails. Testing will confirm what works for your audience.
- Consider Timing: The timing of your emails can also impact engagement. Sending emails on Tuesdays may result in higher open rates for one store but if they send on a Fridays they see better conversions. This is something you will need to test as well, sending a different days and times until you find that “sweet spot” once again.
Legal Requirements for Email Marketing
Compliance with privacy regulations is non-negotiable for eCommerce store owners. Failing to adhere to these laws can result in significant fines and damage to your brand’s reputation. The CAN-SPAM Act governs commercial email in the U.S. and applies to all messages promoting a product or service. Key requirements include:
- Including a clear and conspicuous unsubscribe mechanism in every commercial email.
- Allowing recipients to opt out with a single click, without requiring login or additional steps.
- Honoring unsubscribe requests within 10 business days.
- Including the sender’s physical postal address in every email.
- Penalties for non-compliance can cost over $50k per email sent in violation.
Depending on your customer base, you may also need to comply with laws like the California Consumer Privacy Act (CCPA), which gives California residents similar rights to GDPR, or industry-specific regulations like HIPAA for health-related businesses.
If you have customers in, and market to Europe, the General Data Protection Regulation (GDPR) applies and has its own set of requirements like the CAN-SPAM Act does which you will need to comply with as well.
To make sure you’re in compliance, and to make managing email marketing easy, we always recommend using a reputable platform such as Mailchimp, Constant Contact, Klaviyo, or one of the many others to automate compliance with unsubscribe laws. These tools often include features like preference centers, where subscribers can choose their desired email frequency or topics, reducing the likelihood of unsubscribes.
Email marketing is a very powerful tool for eCommerce stores, but it must be used thoughtfully to avoid overwhelming customers and violating privacy regulations. By starting with a moderate email frequency, segmenting your list, and regularly testing your approach, you can keep your subscribers engaged without driving them to unsubscribe. Always remember to respect your customer’s privacy by promptly honoring unsubscribe requests and complying with laws like CAN-SPAM and GDPR.
By implementing these best practices and tips, eCommerce store owners can create a positive email marketing experience that builds trust, fosters loyalty, and drives sales.
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and lives in Delray Beach, FL. Scott can be contacted at scott@yourstorewizards.com.