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Matt Griffin
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2. Then again, test whether fewer e-mails actually impacts unsubscribes. In an effort to lower unsubscribe rates, one cataloger reduced the number of e-mails it sent from twice a week to once a week. As it turned out, unsubscribe rates stayed level, while sales dropped dramatically.
3. Look at the whole customer contact picture. Merge offline customer data, such as that from catalogs, direct mail, insert media, with online data, like e-mail, to get a complete picture of how often your customers hear from you. One marketer noted that this strategy allows you to see if excess catalog mailings are causing higher unsubscribe rates in e-mail campaigns.
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