How Do You Respond To: Prove that sending More isn't better than sending Segmented?
At least I come to this question quite a lot. While quality is better than quantity, it's sometimes hard for people new to digital marketing to understand. I first state that sending to EVERYONE ...
I often used anecdotal stories. i.e. Had a client whose CEO insisted to send a message out to entire DB 3 years back, irrelevant of engagement and my serious pushback / warnings and due that they had a 9 month long battle with IP Reputation, spam lists etc. Always better to start small (in terms of audience sizes but also messaging frequency), establish benchmarks and expand from there. More often than not, precise messaging works far better than broad unsegmented.
