Why more emails doesn’t mean more sales.
When sales dip, the instinct is often to send more emails. It can work briefly, but more volume usually brings more unsubscribes and spam complaints, and that can hurt whether your emails reach the inbox at all.
Relevance beats volume
People respond to messages that fit them: what they have bought, what they have looked at and how long since they last heard from you. A smaller, better-targeted send usually beats a bigger, generic one.
Simple segments to start with
- New subscribers who haven’t bought yet
- First-time customers
- Repeat customers
- Engaged and inactive subscribers
- Interest by product category
Let behaviour trigger the message
Automated flows such as welcome, browse abandonment, post-purchase and winback send the right email at the right moment without extra campaigns.
Measure what matters
Open rates are less reliable since Apple introduced Mail Privacy Protection, so look at clicks, revenue per recipient and unsubscribe rate instead.
Keep your list healthy
Stop emailing subscribers who haven’t engaged in a long time. A smaller, engaged list protects your deliverability.
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