Users marketing consent

Hi Matteo, 

One of the strategies that has worked exceptionally well for us is displaying a modal on our website to all signed-in users who are unsubscribed. If they choose to resubscribe, we promise them that they'll receive highly personalised emails at a very low frequency. This approach has been incredibly effective, bringing back a significant number of subscribers. To further incentivise them, we also included a small promotional offer.

Another key factor in growing our subscriber base has been dynamically adjusting daily email (newsletter) cadence based on user engagement. Instead of maintaining a fixed sending frequency, we adjust it up or down depending on their recent interactions. This method has resulted in lower unsubscribes while driving higher revenue.

Reducing Email Cadence (for disengaged users)

• Daily → 3x Weekly(3 sends in a week) if there is no activity in the last 7 days.
• 3x Weekly → Weekly(one send in a week) if there is no activity in the last 120 days.
• Weekly → Monthly(one send in a month) if there is no activity in the last 90 days.

Increasing Email Cadence (for engaged users)

• 3x Weekly → Daily if there was any activity yesterday and the cadence hasn’t changed in the last day.
• Weekly → 3x Weekly if there was any activity yesterday and the cadence hasn’t changed in the last day.
• Monthly → Weekly if there was any activity yesterday and the cadence hasn’t changed in the last day.

By implementing these personalised engagement-based adjustments, we’ve significantly improved email performance, ensuring that users receive messages at the right frequency while minimising unsubscribes. We a/b tested lot of variations. 

However, this approach is not one-size-fits-all. The ideal cadence strategy depends on a company’s specific audience, industry, and user behaviour. Testing different frequency adjustments and closely monitoring engagement metrics is key to finding the right balance between maintaining user interest and avoiding unsubscribes.