The E-mail Exposure ‘Ceiling’: Ways to Measure and Make it Work

What’s more, find the point where an e-mail campaign creates a benefit in revenue and/or brand awareness that your company decides equals the cost of campaign and the more subjective costs of unsubscribes and complaints.

In the case of the travel company, that firm tested five e-mail campaigns and determined that the revenue and brand awareness generated by four e-mails outweighed the cost of sending them and the slight uptick in unsubscribes. But the costs for the fifth campaign, including the unsubscribes surpassing the 1 percent mark, were greater than any benefits and not worth the negative net effect, Kapur says.

* Test the offer. Kapur suggests testing your message before your first transmission, no matter how small your list. “You can test subject lines, copy, images and offers,” he says. In addition, try segmenting the list into different groups, such as buyers vs. non-buyers and previous interactions. Testing the message with your customer database, he adds, will help you find your company’s exposure ceiling and ultimately show how to boost revenue and build your brand before encountering any negative effects.

To read the full whitepaper, “The E-Mail Exposure Ceiling,” visit www.ncrecommerce.com/exposure.htm