Jimmy Kim and a co-speaker tested higher email frequency across a dozen brands. One brand doubled sends from 2 to 5 per week: unsubscribes rose from 0.15% to 0.25%, opens dropped from 38% to 32%, but revenue jumped from $40K to $68K monthly.
Let's get into the data because I think that everyone is scared if that they email more people, people will unsubscribe and revenue will tank ultimately. But the data tells a different story. And I know we've tested this with a dozen brands and you have too, when you go from 2 emails to 4 or 3 to 6.
Yeah. Look, not in 100% of cases, but I'd say in almost every case, revenue does go up even if unsubscribes do increase slightly.
You have like an example of one that you can share?
Yeah. So I'd say like a brand that we were working with, they were sending about around 2 emails a week on average. And their unsubscribe rate was like 0.15, right? And the open rate was around 38-ish percent and they were doing around $40K per month from email.
Okay. That's a solid baseline. So what did you do?
Yeah. So we, we a little more than doubled kind of the sends. So we went from about 2 a week to about 5 a week on average. You know, some weeks it was 4, some weeks it was 6, about 5 a week on average. Unsubscribes went up a little bit, went from 0.1, what'd I say, 0.15 to— Yeah. Yeah, about, you know, 0.25, right? So went up a little bit. Um, open rates did kind of drop down a little bit as well from like the 38 I mentioned before to about 32-ish percent. But guess what actually happened to the revenue?
I'm guessing it went up.
It went up. So they started doing about $68,000 per month where before they were doing only about $40,000. So it's pretty significant.
