Any work you do requires hard work, practice, and frequency to attain better results; the same is true for email marketing. However, non-frequency can have a great impact on your email marketing. We have found the cold hard truth about frequency in email marketing.
Even though email marketing is by far the most successful way to market a business online, many businesses still aren’t taking advantage of this marketing strategy. Moreover, the people who do use email marketing are afraid of sending out their emails as frequently as they should. The reason? They don’t want to be labeled as spam by their customers.
But by not sending emails out more frequently, these companies are passing up on a lot of potential growth.
Why is sending more emails important?
Below are a few reasons:
According to findings from a study highlighted by Crazy Egg, the significance of sending more emails in email marketing becomes evident. This practice enhances your brand’s visibility and sustains audience engagement, potentially resulting in increased conversion rates. Moreover, it provides opportunities to nurture leads and cultivate more robust, long-term relationships with your customers.
- The more you send and reach out, the more you appear to be the leading expert in your industry.
- You establish trust and credibility.
- Sending emails on a regular basis proves you’re in it for the long run.
- There’s a greater chance you’re at the top of a consumer’s mind when they’re looking to make a purchase.
- You’re able to overcome more objections and show them more benefits.
“Why doesn’t my marketing strategy work out when I send frequent emails for these reasons?”, you might ask. The short answer? You’re not providing your subscribers with value; you’re just shoving volume down their throats! There’s a very thin line between communicating frequently and adding value, and if you can spot it, your email marketing campaigns are sure to excel.
How often should I send emails then?
Ah, that’s the million-dollar question, isn’t it? The answer, however, depends entirely on your company and the service you provide to your customers. One size does not fit all, and you’ll have to be quite critical of your brand to decide on what email schedule fits your brand best. Below are three frequency strategies you can look at to get a better idea:
Daily:
This is by far the best strategy to establish yourself as a leading expert in the minds of your subscribers. Sending them emails on a regular basis about your services is bound to put your brand at the top of their minds when they’re out in the market next time, simply because of the exposure they’ve had to your brand. This is also a great strategy if you have a lot of different products and services to offer; in this way, you can keep up a daily email routine without becoming repetitive too soon.
According to research from Product Led, sending daily emails serves as a means to sustain frequent interactions with your audience, ensuring your brand’s continued prominence in their awareness. The consistency in communication established can result in heightened engagement and a more robust relationship with your subscribers. This approach is particularly effective when you have time-sensitive promotions, deals, or daily content updates, as daily emails can promptly spur action from your subscribers.
1-3 times a week:
Opt for this strategy if you’re generally at a loss for what to write every single day, or if you’re afraid of disengaging your audience since they’re the kind that is typically busy most of the time. Besides, your own service may not really require you reaching out on a daily basis (interior designers and e-commerce sites please take note!).
As per insights shared in a study by Zen Media, maintaining a regular email communication strategy helps in keeping your audience connected and engaged with your brand, and this approach can be particularly useful when you don’t have daily updates to share. Conversely, infrequent email communication may result in subscribers overlooking your brand or losing interest in it over time.
Sporadically:
People don’t need to go get their car serviced every day, or even once a week. Nor do you get an appointment at the hair salon as often. For services like these, emailing at an infrequent basis is probably the best option for you. Think newsletters on a monthly basis, or emails for special occasions or discounts. Plan your email strategy accordingly.
