Use frequency capping to limit the number of emails sent amid the pandemic to avoid being intrusive

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 19, 2020, 8:50 AM UTC

Use consumer’s first names to personalise emails and encourage recipients to take action.

This piece shares tips that brands can implement amid COVID-19 to improve their email marketing efforts. With people worrying about the pandemic, brands should limit the number of emails sent to ensure they are not being intrusive.

This involves using frequency capping to limit the number of emails received by a subscriber within a time-period. Create the “double opens” strategy, wherein an email with the same message is sent twice, but with a new subject line to increase open rates.

Providing an overview of the email body in the “preview text”, next to the subject line can also improve open rates. Marketers looking to address cart abandonment could leverage email marketing.

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[5 minute read]