Increasing Email Frequency the Right Way this Holiday Season

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Automated Triggered Messaging Puts Subscribers in Control

Listrak, a leading email marketing solution provider, today warned that email marketers planning holiday campaigns need to be careful that their holiday push doesn't also drive up their unsubscribe rates.

"Too many emails at too high a frequency can have even long-term subscribers crying foul and unsubscribing or hitting the Report Spam button," said Listrak CEO Ross Kramer.

Automated drip campaigns are a perfect match for any emarketer planning a holiday series, whether it takes place daily or weekly. Drip campaigns can be set up as a specialized series of messages separate from your regular mailings. You can send a message allowing subscribers to opt-in to the campaign. Then, if they're unhappy with the frequency or content they can opt-out without unsubscribing from your list.

"You can keep your subscribers happy and prevent list attrition by creating targeted drip campaigns. It's a smart way to give subscribers control of their inboxes," says Kramer.

Using an event triggered messaging solution like Listrak Conductorâ„¢, you can very easily segment your subscribers according to their purchase histories, locations, or any other profiling attributes, and create an ongoing automated series of emails that are individualized depending on the behavior or actions of your recipients, and that are timed to avoid recipient fatigue. You can also set the conversations to terminate if a subscriber fails to open the message, or you can send him a different message to try to capture his attention with a different approach.

As etailers struggle to gain market share this holiday season it is more important than ever for marketers to refine and improve their email strategies. It's not enough to simply increase the frequency of your email campaigns as you can do long-term damage to your list, reputation, and future sales opportunities. Targeting the right subscribers with the right message at the right time will keep your audience engaged and interacting with your brand this holiday season and beyond.

For more information on how you can use Listrak Conductor to set up automated drip campaigns, visit

About Listrak
Listrak gives you the tools you need to engage your audience in relevant email conversations. With Listrak email marketing, you have the most detailed reports, more automated features, better targeting tools, superior deliverability, ongoing education, and exceptional service at a price that meets your budget. From self-managed accounts to full service solutions, Listrak is committed to your success.

Listrak is dedicated to educating email and direct marketers on the latest email marketing best practices through its white papers, case studies, webinars, podcasts, and events. Listrak services clients, such as Motorola, Quest Diagnostics, and the Islands of the Bahamas, from its Lititz, PA headquarters. Listrak features include event triggered messaging, built-in deliverability audits, and heatmap reporting so you know which subscribers are most engaged with your brand. To learn more, visit


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Megan Ouellet
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