One common pitfall newbie email marketers do is blasting their list each and every time a new product, promotion or sale comes around. If you’re not careful you can easily create list fatigue… subscribers who would rather unsubscribe than continue receiving so many emails.  Increasing your mailing frequency can be done and can be done effectively without upsetting your email subscribers. Check out how one company increased email frequency and revenue. WineExpress.com increased email frequency 400% by following these 5 steps and moved their ‘Wine of the Week’ email (offering discounted wine) to a ‘Wine of the Day’ email.

Step #1: Establish rules for the promo: simple and short emails were sent same time everyday Mon.-Fri. featuring a 24hr sale. Each email linked to a landing page showing a 2-to 3-minute video clip featuring the wine of the day.

Step # 2: Check internal resources: email design and video clips were prepared and scheduled a week in advance to always stay ahead of the game and inventory department was made aware of the sale schedule.

Step #3:  Gauge subscriber interest: even though they knew consumable products fare much better with daily sales, the marketers at WineExpress.com sent a three-question survey one month prior to frequency change, which confirmed favorable response from the subscribers.

Step #4:  Adjust overall email schedule: sending the Wine of the Day email meant all email communications (monthly newsletter and seasonal promos) had to adjust as to not ‘over mail’ the subscribers.

Step #5:  Launch daily email promo: the first week’s series includes disclaimer text introducing why subscribers were receiving more emails.

The results? A 69% increase in overall email revenue which now accounts for over 50% of all WineExpress.com’s total revenue for the year. Plus the e-mail’s open rates and conversion rates remained flat and clickthrough rates increased up to 20%.