Email marketing has become one of the most effective ways for marketers to market products to potential customers and to strengthen their relationship with existing ones.
However, the success of a marketing campaign lies in a lot of factors, of which one of the most important is the emailing frequency.
Sure, a marketer should update the customer regularly on his products and promotions, but he should also know how many times an email should be sent.
So Just How Many is the Right Promotional Emails Frequency?
According to a study by the View from the inbox, 73% of unsubscribing users list “too many emails” as their reason for unsubscribing. This might come as a bit of a shock to marketers, who follow the common belief that more emails equal more sales.
Yes, it may seem tempting, but nothing makes an annoyed user unsubscribe faster than a plethora of marketing emails flooding his inbox to add to his misery.
Other statistics show that the read rate for those who email subscribers on a weekly basis is 20%, compared to a 26% read rate for those who message less frequently than weekly. On the contrary, emails sent by subscribers who email more than once a week are 20% less likely to be marked as spam than those who send on a weekly basis.
75% also reported that they would resent a brand if they were sent too many promotional emails by them and 41% of US buyers even threatened not to purchase any products from the brand if they received irrelevant emails.
With contrary data supporting different scenarios it can be very tricky to find the exact emailing frequency for your client base.
These statistics should give you an idea of what the email frequency should be, not only to get a good CTR or open rate, but also to avoid negatively impacting the brand’s image. So now that we know of its importance, it is vital to know how many emails you should send.
How Many Emails Should You Send Then?
If you cannot derive a conclusion, based on the above information, whether you should increase or decrease your email frequency, I don’t blame you.
The statistics are conflicting as the higher frequency senders are less likely to be marked as spammers as compared to low frequency senders, but the read rate is also lesser for them relatively.
So what do you do? Risk your emails being sent to the spam folder or accept the possibility that they might not be read at all?
The truth is that both ends of the extremes are equally harmful. Over-mailing puts the marketer at risk of being unsubscribed by an annoyed user, while under-mailing a recipient might alienate him from the current offers and promotions by the marketers, straining the customer-brand relationship. A balance needs to be struck between these two extremes to make sure you are doing everything right.
Tips for Deciding on an Email Frequency
We may have all the information and statistics at hand, but the reality is that the ideal frequency varies for each subscriber due to their target market. The most effective way of deciding the frequency is through trial and error.
Its advisable to segment your customers and map their journey from an interested reader to a customer. There are advanced tools like MixPanel, KISSMetrics that will do this for you. If you’re just starting out then you can draw a flowchart or create a mind map to do this.
Test out increasing or decreasing the amount of emails you send to the mailing list and see how they respond, then adjust the frequency accordingly. You can also see what day the subscribers are most likely to check their emails and pick that day to send the emails.
As soon as a subscriber subscribes to your mailing list, send an email to him/her to start a relationship. This will also help the user get familiar with your emails. Keep a fixed schedule of sending emails and be sure to follow it, as the subscriber might simply unsubscribe if he isn’t getting what he signed up for.