I was pleasantly surprised by the block on the blue background, which explains a change in the the frequency of newsletters.
In the past, Citeo sent out a large number of one-off emails to inform their customers. For reduce frequency of solicitations, they decided to consolidate all the news in a single monthly newsletter.
Citeo still offers readers the possibility of receiving emails individually if they fill in a form (a mechanism similar to a preference center). And guess what? Few people fill it in, and none have complained about the change in frequency.
Beyond customer satisfaction (which is not bad ;-)), should I be worried that reducing the number of emails will ultimately be bad for my business? In other words: is there a risk of generating fewer leads or orders? In other words: should we use this practice as a model for commercial emails?
This morning, a client in the B2B publishing sector explained to me that they had carried out some tests: multi-product emailing versus single-product emailing. According to her tests, single-product emails generated significantly more leads than multi-product emails (60 leads versus 10).
What does this mean? When an organization sends out different types of information: news emails, mandatory emails with actions required from the customer, emails promoting products or services, it is crucial to not to lose the reader in the face of this diversity of messages. So adopting the strategy of reserving, for example, Mondays at 2 p.m. for the newsletter (as a rendezvous with readers), and the other days for other types of email, seems sensible.
In our example, we could write "Citeo Essentials" rather than "Citeo Customer Relations"; "Citeo - Action Requested" for emails requiring an action, and simply "Citeo" for emails with a commercial objective. What's more, the design of the headers should aid comprehension as soon as the message is opened. We're in the process of proposing such an approach to Citeo 🙂