Jimmy Kim breaks down email frequency into three parts: segment by engagement and track lifetime value, let subscribers pick how often they hear from you, and send when they're actually reading. Personalize timing by individual, avoid crowded windows, and adjust for seasons.
3 different things that I think about when I'm thinking about the framework around the frequency and the timing optimization that it comes down to. Number one, it's a little data-driven. You're going to segment your subscribers by different engagement levels, and you're then you're going to sit there and monitor those complaint rates and analyze those lifetime values by frequency. So I start with the data, then I go into more or less the preference center. I think this is something that's underutilized by many brands in the market, but you've got to implement a preference center these days because you really just don't know what the frequency that people like. You gotta offer different types daily, weekly, monthly, and even create special VIP segments for customers who want more frequent communication because there are people who really wanna know what your brand is up to. And this provides something that's easy for user to adjust before they unsubscribe. And that's really the key to that. And the third thing that I came up with really is strategy. When you think about the strategy of send time optimization, you really need to analyze the engagement and the patterns, avoid sending during high stress periods or oversaturated windows. Think about implementing some type of send time personalization based on individual history. And some ESPs offer some variant of that, though it'll be local timing or whatever it might be. And of course, monitor and adjust for seasonality. I mean, one thing that I can tell you right now is school started. And if school starts, the seasonality just changed on what people are checking their emails. They're not getting up on the summer anymore and, you know, getting on their email right away. They've got life to hit them. And so a lot of these things matter. And so does the lifecycle stage of timing. Subscribe to the pod.
