Send promo emails every other day, not every day
Oct 9
3 min read
Updated: Oct 11
Sending half as many promo emails cost a little revenue that week, and kept far more customers listening.
The study. Researchers from NYU, Boston College and Columbia ran a randomized field experiment with 603,153 customers of a major North American online retailer in October 2024. Half kept getting a coupon email every day; half got one every other day.
The finding. Halving the emails cut unsubscribes by 59%. The price was real but modest: revenue fell 7.6% and the chance of a purchase 4.8% that week. A year of the retailer's data showed why that trade can pay: customers who unsubscribe go on to spend about 36% less.
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