Emailing multiple newsletters at the same time - yes or no?

[CumberlandStree]

Hi

The number of different topic newsletters my company is sending out is set to increase by another two which means that a customer could signup to receive 10 newsletters. 

I am thinking of suggesting that our subject-matter newsletters (6 in total) are all sent out at the same time on the same day so that our customers know that on eg Monday at 1pm they will receive their subject matter newsletters. At the moment, as we send these emails on different days, it feels like we are always in our customers inboxes. 

In addition to these newsletters, we have our marketing campaigns on top which are sent everyday apart from Wed/Sat/Sun.

Anyone have experience of doing this or a gut reaction to it?

Thank you

[DavidO]

Hi @CumberlandStree 

My first reaction is that is a lot of inbox action, and if someone signed up for all subject matter emails they would get a flood and potentially not read all of them.  If they get six at once and all remain unread it could potentially damage your email reputation.

My first thoughts:

The simple less personalised version, send them one email, and if they open it, trigger the next at the next best time and so on.

My preferred thinking which needs a little more planning but is where Braze shines, is to work out which emails each user opens. For example, if you have three emails - tech, creative, and AI, if a user is more likely to read AI, send that to them first, if they open it, then trigger their second most read email e.g tech, if they open that then trigger the creative email. If they don't open the AI email, the most likely open, it could be fruitless to send them more that week.

Excuse my brain dump. 😆 This is a great question. I look forward to hearing other's' ideas.

[ConorIrvine]

I'm also really interested to see what other people think on this.

Every industry is going to be different and I think this is all about balancing user expectations with your metrics (engagement/conversion)
Whilst getting 7 emails might be overkill for ecommerce/offers that's not going to be the case for everything. If a user were to signup specifically to receive 6x emails on specific subjects and then not receive them that could damage your reputation/engagement as much as sending too many.

Performing some form of contact frequency analysis to understand how the number of emails you send impacts your key metrics (whether thats clicks, action completion, purchases etc is what I would do first and use that to inform your overall strategy. (I do also like @DavidO's suggestion of implementing at a user level but having a general strategy is probs a good place to start)

I would also make sure you have a really clear and easy to use method for unsubscribing - so a user can opt-out of topic 1 and 4 but not the others - ensuring they receive relevant content.

[ConorIrvine]

Final thought (I promise aha 😅) 
You said "could signup to receive 10 newsletters."

Have you sized this to see how many people are actually eligible to receive a certain number of comms? I.e. if most people are only opted into 3 with only a very small number receiving more than 6 then this may help inform your strategy.