Someone recently asked me, “What is the optimum frequency for delivering email messages to a subscribed user base?” This person was trying to determine the proper frequency so that he could minimize the number of people opting out of his communications.

I explained to him that it is not only the frequency, but many other variables as well, such as the content, and even details particular to each subscriber. In fact the answer to the question, would be that the optimum frequency would be the one that is deemed optimal by the recipient.

I get numerous email messages from organizations I know and trust, and with regular content I really want to read. The problem is that I just don’t have the time for all of it, and after a while I find myself unsubscribing, when what I really wanted was to reduce the frequency. Yet I rarely find this option available.

Give your subscribers as much control as possible about the frequency and content of the messages you would like to deliver to them. It may require some more engineering of your subscription management interface, email database and email generation systems, however the the R&D in this area is sure to increase subscriber retention. And that is what it is all about.

A new security study  by Cisco found that the volume and frequency of spam is growing… quickly the study says.  Nearly 200 billion spam messages were sent each day in 2008.  That is nearly double what was sent in 2007.  That number is simply staggering.  Not only is the volume growing but, the messages are becoming more targeted to individuals as well.  These include not only the familiar viagra and pharmaceuticals which are often caught by spam filters but, these new targeted emails called “spear phishing” messages look legitimate and often make it past the filters and into your inbox.  

So what does this mean to legitimate email senders?  You can bet that the ISPs will continue to evolve their email systems to combat the shear volume  of email, as well as, add new filtering to combat these “spear phishing” emails.  The challenge for legitimate senders remains more than ever to implement best practices when it comes to sending email and to partner with the right companies to insure more  email gets into your customers inbox.  You can guarantee that as span volumes grow and become smarter that the ISPs will create even more complex walls to get through in order to accept your email. Email deliverability will suffer as a result unless you take the appropriate measures.

Here are a few things to consider over the next year to help you improve your email deliverability:

• Authentication – get onboard with implementing DomainKeys, DKIM, SPF and SenderID.  It is becoming a requirement in order to get your email delivered.