Sending emails at the incorrect frequency is one of the biggest causes of recipient disengagement.Traditionally the whole email list is sent the same number of emails, which is enough for some, not enough for others, and for some customers, far too much! This not only causes disengagement for some customer segments leading to attrition but also reduces the intrinsic earning potential of an email marketing database. Like many retailers, this was a recurring situation facing Hotel Chocolat in peak sales periods.
Although they had been using sophisticated segmentation, including email engagement and RFM, issues in peak periods, like the run up to Christmas, still occurred. It was vital to maintain a high frequency of communication during these periods, without the associated risks. These include escalating unsubscribe rates, spam complaints and potential suspension of their coveted email whitelist status. Hotel Chocolat was convinced that there was greater revenue potential in their customer list, but were unsure of what they could do to harness the lists’ full value.