"Inboxes have never been more crowded. Between the average professional receiving over 120 marketing emails per day and major email providers like Gmail and Yahoo rolling out stricter sender requirements in February 2024, the landscape has fundamentally shifted. Apple Mail Privacy Protection has further muddied the waters, making traditional open rates less reliable as a success metric. The old playbook of "send more, earn more" is breaking down."
""Not sending" is a strategic choice: suppressing unengaged contacts, skipping low-value campaigns, and slowing down unhealthy cadences that train customers to ignore you. This article walks through specific scenarios, metrics, and real-world examples where fewer emails equals higher ROI and healthier email lists. You'll get a simple framework and checklist to decide, before every send, whether an email is worth sending at all-so you can stop wasting resources on messages that hurt more than they help."
Inbox saturation and stricter provider policies have shifted email performance dynamics, making open rates less reliable. Increasing send frequency no longer guarantees higher returns. Reducing send volume by 20–40% can boost revenue per recipient, protect deliverability, and increase long-term customer value without sacrificing total revenue. Strategic non-sends include suppressing unengaged contacts, skipping low-value campaigns, and slowing unhealthy cadences that train recipients to ignore messages. Practical evaluation requires scenario-based metrics, real-world examples, and a decision checklist applied before each send to prevent wasted resources and preserve brand trust and inbox placement.
Read at VerticalResponse
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