After running a frequency test on your audience segment, it's time to interpret the results.
Avoiding contact fatigue in your audience is an essential part of any marketing strategy.
Too many unsubscribes will lead not only to a shrinking email contact list but will also take its toll on your Email Sender Reputation. If your Sender Score gets too low, it will affect ALL the email communications you send out. In short, the email service providers will redirect them to the Junk mail folder, even for customers who want to receive your marketing communications.
But what about the flipside? While Frequency Management -- as in, not overwhelming your audience -- is one aspect of personalization, sometimes higher frequency is what an audience segment is looking for.
Suppose you notice that a particular segment has higher than average engagement when compared to the global average for your audience, and you think they might look forward to more frequent communications. In that case, you will want to test your theory.
This is the scenario we outlined in our last blog post. We showed you how to set up a frequency test to determine if some segments of your global audience would engage with higher volumes of email.
Now we'll take a look at the results and show you how to interpret them.
Pro tip: The best time to look at the results are on the Monday following the conclusion of your Frequency test. These reports update every weekend. So on Monday, they'll be ready for you to interpret and integrate into your marketing strategy.
Start by going to the Frequency tab in the Motiva app. This screen will show you the global averages for your open and click-through rates, along with unsubscribe rates, by send volume.
Click on the blue Filter button towards the top right corner of the screen, and select your frequency test campaign name from the dropdown list. Once the report loads, you'll only see the results of this campaign and how this audience segment responded.
For reference, the darker the shade of blue, the higher the confidence level in the results, and the red line represents the Unsubscribe rate, as shown below.
In the example below, we can see that even at six emails per week, there isn't an increase in unsubscribes or a drop in opens. So for this audience segment, the engagement stays about the same with the increased send volume.
If your results look similar, you may want to consider sending emails more than six times per week.
Now let's look at an example where the theory we're testing was disproven. In the image below, we can see that while engagement increases, there's a much more significant spike in Unsubscribes. So for this audience segment, three emails per week looks like the frequency sweet spot.
This is just one way you can leverage the reporting in Motiva AI. By looking at the results of your tests -- be it frequency management, multivariate message testing, or send time optimization -- you can increase the personalization provided to your audience, increase engagement, and achieve business results more rapidly.
For an overview of Motiva's Frequency Management, check out this article.
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