Lighting retailer Lumens.com
has found that frequency makes a big difference in keeping email subscribers. Working with AgilOne's
Smart Email tool the company began testing different messaging frequency and noticed a 4% increase in open rates among enthusiastic subscribers and a 1.2% increase among its main
subscribers within the first week. By cutting the frequency of emails that they send to their less enthusiastic customers, they have been able to decrease their unsubscribe rate among new subscribers
by more than 50%.
Read the whole story at Direct Marketing News »