Email is a vital marketing tool for many companies. While a single email may go unnoticed due to busyness or neglect, sending too many will result in the message being ignored, marked as spam, or blocked. So what?
Let your emails be brief and direct
According to Wilderness Times founder Mike Miller, if the emails add value, they can be sent three to four times a week.
“Most emails are drab and nauseating, with no clear takeaways,” Miller said. “Now that I think about it, most marketing emails I receive are just advertisements or coupon codes. Rather, write something your readers will enjoy. Make them eager to open your emails. Always include a CTA or pitch, but keep it lighthearted.”
Miller sees email as a happy medium between a tweet and a blog — short enough to read on the train, but long enough to effectively deliver a message.
No Email Frequency Formula
““There is no ideal email sending frequency or cadence,” said Sam Rexford, Chillreptile’s content manager. Various websites offer marketing frequency benchmarks, which Rexford dismisses.
“If you know your audience well, why they subscribe to your content, and what they expect from it, you can start testing frequency to find the right cadence for your brand “Rexford “I know marketers who email their lists daily, or even twice or three times per day, and their audiences love it. Why? They will stick around as long as the content they subscribed to is valuable to them.
The key is to add value with amazing content, but not constantly sell to your audience, but rather provide them with insights, education, and information that will truly benefit them and help them overcome the major issues they face.
“If you can position yourself as an authority in your field that can help your audience level up,” Rexford said.
Let Your Customers Lead
According to David LaVine, founder of RocLogic Marketing, LLC, the prospect’s journey state determines the optimal email frequency.
“When they’re in learning mode, they’re more likely to want to consume information quickly than when they’ve just made a large purchase or when they have years to make a decision,” LaVine explains. “Also, some people prefer to seek out information, while others prefer to be informed. If you send too many irrelevant emails mixed in with relevant emails, your audience will eventually unsubscribe.”
LaVine suggests incorporating a flexible and personalized frequency based on potential customers’ interests and engagement. “Your main objective is to let your potential customer set the pace.”
Put the Power in Your Prospect’s Inboxes
Marketers agree that prospects and customers’ reactions to emails will vary. While some people appreciate valuable emails, others find that a brand’s email frequency is either too much or too little.
According to Jeff Moriarty, marketing manager for Moriarty’s Gem Art, the key to frequency is to make sure the subscriber is expecting it.
“When they subscribe, give them options. “Like a weekly or daily deal newsletter,” Moriarity says. “They know how many emails they will receive if they subscribe to either. They will remove you if you send more than they expected. So, if they unsubscribe, give them options like less frequency, but specify the number of emails they will receive.”