4 Emails in 4 Days: Do High Frequency Campaigns Harm Revenue?
We sent out 4 campaigns in 4 days to 10.5K subscribers for supplement brand Genetic Supplements. Here’s how much revenue this high-frequency approach generated.
Following the success of our early email campaigns for Genetic Supplements, we’ve been inundated with requests to share further case studies of our work with them.
Towards the tail-end of April (the quieter part of the month for most businesses), we decided to test the waters with a high-frequency approach over the course of 4 days.
Below, you can see the exact emails we sent along with the revenue they generated among other key statistics.
For the sake of simplicity, I’ll touch upon A/B testing on headlines and segmentation strategies in the next case study for May I release next week.
These emails were sent to the core subscriber lists, including people who have purchased before or subscribed to the company.
Email 1: “I Worked for Years On This Product”
Campaign sent: April 22nd at 12.00 PM
The goal with this campaign was to build hype around Genestrone, an older product that had seen a slump in sales/interest.
By using storytelling, we were able to generate a huge amount of interest in the product over the next few days and subsequently, sales.
Whilst we sold 8 units of Genestrone in this email, the common theme is that people go onto shop on the store irrespective of what we’re promoting and stack up. See the full stats below.
Over £1,200 in revenue – not a bad start for our experiment!
Email 2: “Training Frequency: Do This for Stubborn Bodyparts Instead”
Campaign sent: April 23rd, 5:15 PM
Just over 24 hours later, we crafted a follow-up email to give Genestrone another push with a twist: adding value.
We didn’t aim to just sell Genestrone, we told people how to take it around their lives for maximum results.
In addition to this, we also downplayed the significance of the supplement being ‘magic’.
By keeping it real, we were able to drive more sales in the product.
Another solid showing building upon the previous day’s performance.
But how about the overall stats?
It’s clear that the headline really struck a chord with people here – 27.1% open-rate is exceptional, especially given the list was emailed just over a day earlier.
A nice top-up to revenue as well.
Email 3: “Here’s How the Sun Helps Athletes Health & Performance”
Campaign sent: April 24th at 11:30 AM
Getting a little bit cheeky now with the copywriting 😉
Admittedly, the weather in the UK has been bloody awful since the email, but it was gorgeous on this particular week…
Let’s take a look at the stats:
Not particularly fantastic as far as sales go, but still pretty good.
Notice the unsubscribe rate creeping up quite significantly on this email, however – we are clearly reaching the limit of some people’s willingness to read. Unsurprising given this is the third email they’ve received in 3 days.
Still a very strong open rate that hasn’t been adversely affected by the frequency. However, click-through rate (CTR) is also down on previous emails.
Email 4: “The Truth About Vitamin D3”
Campaign sent: April 25th at 12:00 PM
Building upon the previous email, we’ve gone for the sale of Vitamin D3 now we’ve educated people.
Here are the stats:
Still a solid open rate, a diminished click-through rate, but crucially, very strong sales.
Does the unsubscribe rate negate the effectiveness of these stats? It is clear that after a while, some people will mute communication with the brand if it becomes excessive.
The key is to find a balance with your email marketing that drives maximum ROI.
Final Results: £4,019.86 from 4 Emails
The obvious conclusion to take from this is that email is a very effective sales-generating tool.
However, that shouldn’t be interpreted that the more emails you send, the higher your revenue will be.
We lost a significant amount of subscribers in the latter two emails (we aim to keep unsubscription rate to below 0.3% when doing mass campaigns to our lists).
Upon examining the data, a lot of these were people that weren’t actively purchasing from the brand anymore, but there’s always the risk of upsetting those who are. We also need to maintain deliverability for the brand to maximise ROI from email marketing efforts in the future.
In future case studies, we will be demonstrating some key segmentation techniques that massively enhance open-rates.
Did you enjoy this case study? Share your thoughts and let us know what you think!
Adam is a digital marketing entrepreneur with over a decade of experience in the industry. His copywriting has contributed towards building multimillion £/$ e-commerce brands with proven email marketing strategies. Today, Adam is fiercely passionate about helping SMEs optimise their customer value journeys with effective content marketing and scaleable digital strategies at Magnet Monster.