Making too many changes too quickly to an existing email campaign can confuse subscribers and decrease sales. As your campaign progresses, there will be times when changes can help boost sales or make communicating with subscribers easier. But you really need to review the campaign before making rash decisions like increasing/decreasing email volume (frequency), holding a large sale, or making promises that sound too good to be true (even if they are).
Email Frequency
If open and click-through rates aren't meeting your expectations, you need to review each detail of the campaign to determine why subscribers aren't interested in the email content you're providing. And while it may be natural to increase or decrease email frequency, this one action may or may not solve the problem.
Before making changes to the number of messages you send, review past open and click-through rates to see when the rates started to drop. Was it right after a big sale? Do rates fluctuate more often for informational or sales messages? Does time of year play a role? Have overall sales dropped? Until you address these potential issues, the number of emails you send (or don't send) won't improve open and click-through rates.
Biggest Sale of the Year
Holding a sale can bring in lots of people – and cost you a lot of money if you're not careful. Before announcing a big sale, consider how much you can afford to discount products/services. Depending on your cash flow, inventory, and size of your subscriber list, you may be able to bring in more customers by hosting a sale, but if you price items too low, you'll actually lose money.
On the other hand, if you don't make the sale enticing by offering real deals, you won't get enough customers to justify the discount.
This Will Change Your Life!
Even if you can substantiate these claims with proven studies and research, this line is so overused, most people just won't buy into it. Before making over-the-top promises about your goods and services, consider the impact these statements will have on your bottom line. If possible, tone down the sales pitch just a little and list all the wonderful benefits and features - let these items speak for themselves.
And if your product has changed someone's life, ask them to write a customer testimonial. Use the words of satisfied customers when making claims that seem untrue.