Online luxury fashion retailer Net-a-Porter.com has cut down the number of emails it sends to customers from up to 10 per week to two. The company had been emailing some customers up to 10 times a week with information including generic updates, highlights from specific designers and details of new products.

They now send each user two automatically generated emails a week that take into account their specific interests and preferences. Product update emails achieve a conversion rate of more than 10% and newsletter emails are opened by nearly half of recipients.

The company sends out around 300,000 emails a week. Email drives 32% of Net-a-Porter’s sales and generates more than £1m in revenue each month.

Source: Brandrepublic.com