Times of carpet bombing in email marketing are gone. Every good digital marketer knows, that getting your communication frequency right is key to boosting your customer’s engagement and eventually their conversions. Google Ads has frequency capping for years now, so why your email campaigns don’t? Some customers just might not want your weekly newsletters. That’s a fact. Deal with it. Do you know how to spot them before it’s too late and they unsubscribe from all your emails? More isn’t necessarily more. Which campaigns to keep and which don’t? And how to decide? Marie Kondo your campaigns, focus on the winners and get better results.

1. Don’t become
your subscriber’s nightmare
by Václav Radoň & Matěj Zima

2. #CD22
Working with SFMC (Salesforce
Marketing Cloud) 5+ years
Focus on improving the lives of
marketers and clients
Václav Radoň
Associate Manager

3. #CD22
Working with SFMC (Salesforce
Marketing Cloud) 3 years
5+ years' experience in Marketing
Automation and Email Marketing
Matěj Zima
Salesforce Consultant

4. #CD22
Do you want this to be your customer?
Stop carpet bombing your customers

5. #CD22
How many emails a week are ok? How many are too many?
Stop carpet bombing your customers
3 emails?
5 emails?
More???
Source: reallygoodemails.com
First of all, not all emails are equal.

6. #CD22
The answer depends.
It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on
the email itself. So again, not all emails are equal.
Stop carpet bombing your customers

7. #CD22
The answer depends.
It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on
the email itself. So again, not all emails are equal.
Stop carpet bombing your customers
Source: reallygoodemails.com

8. #CD22
The answer depends.
It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on
the email itself. So again, not all emails are equal.
Stop carpet bombing your customers
Source: reallygoodemails.com

9. #CD22
The answer depends.
It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on
the email itself. So again, not all emails are equal.
Stop carpet bombing your customers
Source: reallygoodemails.com

10. #CD22
The answer depends.
It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on
the email itself. So again, not all emails are equal.
Stop carpet bombing your customers
Source: reallygoodemails.com

11. #CD22
...Google Ads has frequency capping for years now, so why your email campaigns
don’t?
Stop carpet bombing your customers

12. #CD22
We say categorize your emails and score them.
Stop carpet bombing your customers
%%[
VAR @category, @score, @timestamp
SET @category = 'newsletter'
SET @score = Lookup('category_scores', 'score', 'category', @category)
SET @timestamp = Now()
UpsertDE('Sent_emails_per_category', 2, 'subscriberkey', _subscriberkey, 'timestamp',
@timestamp, 'category', @category, 'score', @score)
]%%
Category Score
cart 1
newsletter 3
sale 5
DataExtension: category_scores

13. #CD22
Then calculate "Saturation score" for each Subscriber
Stop carpet bombing your customers
SELECT
SubscriberKey
, SUM(score) AS saturationScore
FROM sent_emails_per_category
WHERE
timestamp >= DATEADD(DAY, -7, GETDATE())
GROUP BY SubscriberKey

14. #CD22
Find eligible contacts for one more send in each category
Stop carpet bombing your customers
Category Score
cart 1
newsletter 3
sale 5
DataExtension: category_scores
SELECT
SubscriberKey
, CASE
WHEN saturationScore + 3 < 20 THEN 'true'
ELSE 'false'
END AS nwl_eligible
FROM saturation_score_last7days

15. #CD22
Find eligible contacts for one more send in each category
Stop carpet bombing your customers
Category Score
cart 1
newsletter 3
sale 5
DataExtension: category_scores
SELECT
SubscriberKey
, CASE
WHEN saturationScore + 3 < 20 THEN 'true'
ELSE 'false'
END AS nwl_eligible
FROM saturation_score_last7days
22
Customer Tom

16. #CD22
Find eligible contacts for one more send in each category
Stop carpet bombing your customers
Category Score
cart 1
newsletter 3
sale 5
DataExtension: category_scores
SELECT
SubscriberKey
, CASE
WHEN saturationScore + 3 < 20 THEN 'true'
ELSE 'false'
END AS nwl_eligible
FROM saturation_score_last7days
22
17
Customer Tom
Customer Anna

17. #CD22
Send only to eligible contacts
Stop carpet bombing your customers

18. #CD22
Send only to eligible contacts
Stop carpet bombing your customers
Check before each email send
in the journey. Or not.
Depends on each email.

19. #CD22
Our way is not the only way. Here are some of the others...
Stop carpet bombing your customers
Count number of emails in XY days
Calculate time since last email
Use Einstein Engagement Frequency

20. #CD22
Reduce unwanted communication
Source: litmus.com

21. #CD22
Even the lazy customer can
now easily unsubscribe from
your emails
Reduce unwanted communication
Source: litmus.com

22. #CD22
Know your customers better than they
know themself
Reduce unwanted communication
Select the preferences on behalf of
your customer

23. #CD22
1. Filter the customers with no interest in specific communication
category
2. Unsubscribe them from the category
3. Provide them a way how to undo
Reduce unwanted communication

24. #CD22
Filter the customers with low interest in
specific communication category (for
example doesn’t open any email in the
last 90 days)
Reduce unwanted communication
SELECT
sub.SubscriberKey
, 'True' AS [newsletter_exclusion]
, GETDATE() AS [newsletter_date]
, 'Unengaged' AS [newsletter_reason]
FROM _subscribers sub
INNER JOIN _sent sen
ON sub.SubscriberID = sen.SubscriberID
LEFT JOIN (SELECT
SubscriberID
, COUNT(SubscriberKey) AS opens
FROM _open
GROUP BY SubscriberID
) op
ON sub.SubscriberID = op.SubscriberID
INNER JOIN _job j
ON sen.JobID = j.JobID
WHERE
op.opens > 0
AND j.EmailName LIKE 'NEW_%’
AND j.SchedTime >= DATEADD(day,-90, GETDATE())
Note: You can use clicks instead as opens are
not always reliable

25. #CD22
Unsubscribe them from
the category
Reduce unwanted communication

26. #CD22
Provide them a way how to undo
Reduce unwanted communication

27. #CD22
● Prevent of global unsubscribes
● Save cost (reduce supermessages)
● Improve the brand image
Reduce unwanted communication

28. #CD22
Clean up your campaigns

29. #CD22
● Feasibility of the campaign - control group without campaign
○ Are you using discount codes in your email? Do you know if they work?
○ Is it really the Abandonment cart email, that got your customers to finish their order?
● Always measure performance against set business goals
○ Conversion rate, time spent on page, adoption of new feature, NOT Open rate
Clean up your campaigns

30. #CD22
● Upgrade instead of create 100 new campaigns
○ Which is better: 1 perfectly performing campaign or 5 campaigns with 20 %
unsubscribe rate?
● A/B test the hell out of it
○ Measure and evaluate performance, come up with improvements, test, repeat.
Clean up your campaigns

31. #CD22
Did you disagree with us? That's fair.
Stop by at Accenture booth and discuss!
Let's talk

32. Thank you! #CD22