Share this article…Collision control, also known as saturation control or frequency capping, restricts the number of emails someone can receive from your organization in a given period of time. This is to avoid ‘marketing fatigue’, the phenomenon where people become increasingly tired of your marketing,… Read More …
Here are highlights from article Guide to Collision Control for Marketing Cloud Admins | Salesforce Ben
1. Marketing fatigue and collision control:
– Marketing fatigue refers to people becoming tired of marketing and their engagement wearing off.
– Collision control, also known as frequency capping or saturation control, restricts the number of emails someone can receive to prevent marketing fatigue.
2. The importance of collision control:
– Oversaturation of emails can lead to marketing fatigue and strain the relationship between subscribers and brands.
– Collision control helps prevent oversaturation and maintains the optimal number of emails for engagement and revenue generation.
3. Consumer preferences:
– 49% of people receive too many emails on a daily basis, with 12% feeling overwhelmed.
– Consumers prefer to receive a maximum of 5 emails per week from individual brands.
– Relevant content is desired, but at a minimal frequency.
4. Hidden costs of marketing fatigue:
– Sending too many messages can lead to unsubscribes and the loss of valuable email addresses.
– Marketing fatigue has other hidden costs that may not be immediately obvious.
5. Finding the optimal frequency:
– The optimal frequency depends on the products/services being marketed.
– Different industries and customer segments may require different email frequencies.
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Source from salesforceben(dot)com