Jimmy Kim and a co-host argue email marketers blame volume when the real problem is audience targeting. Sending five emails weekly to someone who hasn't opened in four months kills engagement. Instead, lower frequency for inactive contacts and increase it for engaged ones, benchmarking against competitors using tools like Inbox.ai.
Chase, how often are you emailing?
It depends. Like, I guess the follow-up would be like specifically how often are you emailing your least engaged segments, right? It's like kind of the other question to look at right now.
If you're sending like 5 emails per week to someone who hasn't opened in 4 months, I think you're just generally asking for trouble.
Yeah, exactly. And in that case, you want to reduce frequency for the unengaged people and probably just increase the frequency for those that do engage. Right.
And, you know, this kind of brings up something. This is where benchmarking helps ultimately, right? If you go to like Inbox.ai, for example, you search your brands, your competitors, whoever it might be, you can almost see Exactly.
So say you're sending a daily email, right? 7 emails a week and your competitors are sending 3. That could explain why people are tuning you out.
Or the opposite. Everyone's sending daily and you're the one sending once a week. You're almost losing mindshare, right?
Yeah, exactly right.
