Jimmy Kim and Speaker A break down email frequency by engagement level, not volume. E-commerce brands send 4-6 emails monthly with 0.2-0.5% unsubscribe rates. Segment subscribers by open rates: high engagement gets daily emails, moderate gets 2-3 per week, low gets weekly or bi-weekly. Value matters more than frequency.
What's crucial to understand is that frequency tolerance isn't just about how many emails you send. You know, it's more about like the value kind of to noise ratio in each email itself.
No, that's very well said. And subscribers will tolerate more frequent emails if each one provides genuine value. But the reality is they'll unsubscribe just as quickly from infrequent emails that feel irrelevant or purely promotional. I mean, there's goodwill that comes into this place. And, you know, I looked at some industry data and it shows that e-commerce brands average 4 to 6 emails per month. And that's kind of crazy. And they see an average unsubscribe rate between 0.2 to 0.5%, but those varies behind those customer engagements. And the reality, it goes like this, right? And I kind of broke down more data and went and dug around. And the reality is engagement-based frequency segmentation, you'll have kind of like 3, 4 buckets basically. Those 3, 4 buckets look like this. You got the highly engaged people, they open 80% of emails, they like daily communication. Then you got like that moderately engaged, which is opening 40 to 80%. And that means you're probably sending them 2, 3 emails a week. Then you've got that low engagement, right? The people are under 40%. That's probably a weekly or biweekly. And then last bucket you think about is kind of that re-engagement segment, which is really the people who are not really opening very much, very low number.
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