Email Marketing: How Much is Too Much for Your Readers?
Good email marketing should feel conversational. You don’t want to rant or leave awkward silences.
Email marketing is most successful when it’s personal and conversational. The users should feel like they’re being talk to and not shouted at.
However, it’s just as important as figuring out how to reach out to subscribers, is discovering how often. The right frequency yields the best results and return on investment. The secret is uncovering the optimum number of emails to send.
How Much is too Much?
There is ongoing debate on how frequent a emails should be sent. If they’re sent infrequently, subscribers may forget your company exists. If you send out too many you risk people unsubscribing. You need to find a middle ground. However, this balance depends on a number of factors such as the industry you are in, whether you sell to consumers or other businesses, and the purpose of each email.
See also: Crafting Good Follow Up Emails
There are a few best practices to follow when determining the frequency of your emails.
- Send emails only if you have something meaningful to say. The main purpose of sending emails is to keep your business on their mind, but you need something of value to communicate. Keep your list up-to-date on what is happening in your company or industry and announce sales or discounts.
- Send emails on a regular basis. Monthly emails are the bare minimum. Twice a month emails are even better. Weekly emails are good for businesses with constantly updating products or services to sell. If you have deals or coupons for a wide range of products or services, then daily emails may be justified. However, sending out more emails does not make your marketing more effective. In most cases, sending emails too frequently can lower your open rate.
- Send special emails for breaking news stories. Be warned, though: It’s a good idea to wait a day or so to get the full story before contacting your list. It may be tempting to be the first company to inform your list, but distributing inaccurate information can hurt your reputation.
- Test the frequency of your emails. This is the best way to find out how many emails to deliver and which days and times are ideal. With a good email delivery provider, you can segment your list for split testing. The result of your tests will give you the best email frequency for your list.
What you want to accomplish determines how frequently you send out emails, but you also have to take the needs of your prospects and customers into consideration. With email marketing, you want your target audience to remember your business and to take action.
What’s your strategy when it comes to email marketing? Share your thoughts and comments with us below!
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