Oversending as an Email Marketing Tactic

Oversending: an outgrowth of the old “send until you break even” direct mail model. Combine this with the low-cost nature of the email channel and that’s a lot of emails. Repetitive messaging may be a “do” in marketing, but repetitive sending is a “please don’t” which is often formalized by the dreaded “mark as spam.”

The belief that sending more emails to more people leads to better business is flawed. After a certain point, this approach will lead to a greater amount of unsubscribes and spam complaints, resulting in higher acquisition costs to replace the lost customers.

The solution? Segmenting prospects and nurturing them through appropriate drip marketing programs. A more personalized and targeted approach is key in driving sales and conversions while reducing list churn.