The goal of all direct email marketing campaigns is the income. The efficiency of emails from your recipient list can be determined only after analyzing the results of previous sendings. One of the important factor is the frequency of contact with your recipients.

To determine optimal frequency of sendings you may divide your subscribers into several groups: involved, interested and uninterested. These groups can be characterized by recipients activity: by opens, clicks and sales.

1.Involved

This group of recipients that opened your last emails, clicked your URLs and visited your web-site and even bought something.

These clients most probably will buy from you and they want to receive new email from you. This group wants to get your offers, to buy from you, you should dedicate on this segment for further sales.

2.Interested

These recipients sometimes open your emails, didn’t visit your web-site and don’t plan to buy from you. This segment will prefer to receive from you different useful information about your products, surveys, news, rather than sale offers. This will help you to build up long relationships in future. It is better need to reduce email sendings for this group.

Sending reducing will help to hold such customer, he’ll just listen to you even if don’t want to buy now. You know that you can influence only those who is listening to you. This is very important especially when you have competitors that also try to ‘take care’ about your recipient. As soon as somebody from the ‘interested’ group will be ready for the actions he will move to ‘involved’ group, that’s why he is so important for your involvement program management.

3.Uninterested

Recipients from this group didn’t open your email, didn’t click your links a long time. May be you haven’t contacted them for a long time, and they haven’t visited your web-site for a long time. This is a real problem.

Your relationships with a part of such recipients can be recovered by reducing your sending frequency or by cardinal changes of email content, but the major part of such recipients can’t be returned. Continuous work with this group will not bring significant results, except that your reputation will be injured.

This group has a special immunity to your email marketing campaigns and if you will continue email sendings you may have a little income but the injury to your reputation will be much serious then your income. Here you need a serious analysis and significant changes in your approach to this group. So, the ‘involved’ group will bring you the major part of sales. The more ‘involved’ recipients you have the more income you’ll have. Involved subscribers have the highest tendency to buy something. With help of such segmentation you may execute your purposes.