Consumer Email Frequency and Multiple Subscriptions

Managing email frequency with consumers is relatively easy if it's just one product or one publication they're subscribing to. But what happens when they go to multiple subscriptions? And how much is too much? My thoughts are below. The caveat? These are opinions based on professional experience; they are not statistically validated or formally researched conclusions.

Kevin's Cardinal Rule:
Only communicate when you can make a tangible difference for the consumer--and never more than once a week. The exception?

• Responding to a consumer-initiated contact

For any other circumstances (e.g., a communication by industry or government regulations) consider skipping the regularly scheduled communication.

Managing multiple subscriptions
Always have a master editorial calendar to coordinate topics and timing across publications. Once a week should still be the maximum across all publications. If this isn't possible for some reason (e.g., a large organization where you don't control all publications) do everything you can to at least advocate for a proactive opt-in approach to the affected consumers.

Impact on the brand if you cross the line

Case #1: I recently subscribed to four different newsletters from one of the most respected names in the consulting industry. Between the newsletters, upgrade offers and partner offers I was contacted at least every other day. Attempts to unsubscribe took days to take affect and I still receive communications more than once a week. While my logical self understands the consultancy's challenges the emotional self doesn't care. Quite simply, their reputation will never be the same with me. Fair? Perhaps not, but consumers get to be right either way and once they walk they rarely come back.

Case #2: I recently signed an online petition for a cause I'm committed to and agreed to be on the organization's mailing list. Between regularly scheduled communications and action alerts there were sometimes multiple contacts per day. After I unclicked all my subscriptions and hit "OK" I received a pop-up. It asked if I would consider staying subscribed for only "essential" alerts with a promise never to communicate more than once a week no matter what. I was thrilled with the option and surprised by their savvy. They saved their reputation and retained my support.

The bottom line: Put the consumer in control. Ask them, listen to them and don't assume no news is good news. If they aren't telling you they love what you're doing you're underperforming.