You've Got to Have Priorities

In the past, we’ve talked about avoiding message saturation. and suggestions to prevent over messaging. Earlier this week, when I received two separate messages within three minutes from yet another retailer, I began thinking about strategies for sending targeted messages to subscribers with multiple preferences selected.

Based on my experience, there are several retail email marketing campaigns that haven't put enough thought into what their priorities are. I have to believe that I am not the only person choosing multiple product lines, or multiple preferences when I'm subscribing. I also have to believe that I'm not the only one who notices when I receive multiple messages within minutes.

When the email teams at these retailers are sending their messages, they may think they are doing the right thing by sending targeting messages based on subscribers preferences. I have to agree, they are on the right track, but this process should be taken a step further.

By prioritizing your product lines or segments, and sending your messages based on those priorities will help you message concisely to your subscribers without over-messaging.

Here's an example:

Jane M. Subscriber is signing up to receive messages from Company X. She has an interest in Women's, Men's and Baby Apparel, so she selects all three. Company X may send messages for all three categories each week, but I have a sneaky suspicion that Jane M. Subscriber is going to be overwhelmed or angry enough to opt-out if she receives three messages back to back to back each week.

By determining what message receives priority before each send and sending that message first is another option to reduce message saturation. Sending the Women's Apparel message first and then excluding the group that was sent that message from the next send, in this example Men's Apparel and then excluding the groups that received the Women's Apparel and Men's Apparel from the Baby Apparel message ensures that each subscriber only receives one message.

Now, your priorities my rotate every week depending on your overall strategy to ensure that Ms. Subscriber sees each of the product lines she has expressed interest in. Combine this with our new favorite "See Other Emails" link and your messaging strategy will ensure the most bang for your buck, while helping to prevent opt-outs due to over messaging to your subscribers.