Email Fatigue Analysis Improves Customer Engagement, Identifies Lost Revenue | Retail
4/8/2024 RRD
Precision Dialogue’s comprehensive email audit reduces leading retailer’s unsubscribes, recognizes revenue increase potential
CHALLENGE
An international B2C retailer encountered a stumbling block with their email marketing strategy. With multiple departments managing their individual email streams, customers were receiving an overload of emails. The result: a negative impact on customer experience, plus a dip in company sales.
The retailer wanted to be able to definitively measure the impact that the non-optimal email program was having on their business. This would help them gain a comprehensive view of customer contact frequency — as well as any potential loss in future revenues.
SOLUTION
RRD’s Precision Dialogue team was entrusted to find a solution to this challenge. Following a collaboration with the retailer to analyze the challenge, the Precision Dialogue team recommended an email fatigue analysis. This would serve to quantify the correlations between email frequency and fatigue, determining the impact that over-contacting customers was having on their business.
RRD conducted a fatigue analysis, utilizing a four-step process that included:
- Recognizing that the retailer’s current customer base is already a reflection of the contact stream
- Reviewing the value differences between positively engaged customers and other segments
- Understanding the relationships between contact frequency and sales, frequency and engagement, and frequency and opt-outs/unsubscribes
- Summarizing the revenue gap
RRD also addressed the retailer’s stakeholders, emphasizing the need for a well-planned and controlled email marketing strategy in the future.
RESULTS
In their implementation of a comprehensive email fatigue analysis, RRD was able to help the client by:
- Identifying lost revenue as a result of over-contacting customers
- Reducing email unsubscribes by 40%
- Recognizing the potential for a 5% revenue increase