A Marketer's Dilemma: How Often Should I Send Emails?

When talking to many marketers, a common idea came up: sending emails too much or too little causes problems. It could make lots of people unsubscribe, leave others unhappy, and even get your emails marked as spam.

Email marketing is a nuanced game, and when it comes to sending frequency, it's more than just a number on a calendar.

Successful email campaigns require a thoughtful consideration of various factors, each playing a crucial role in shaping the recipient experience:

Product Type

The nature of your product significantly impacts how often you should be reaching out to your audience.

For instance, a subscription-based service might warrant more frequent communication to keep users engaged, while high-ticket items may require a more strategic and less frequent approach.

Consider a streaming service like Netflix and a luxury watch brand such as Rolex.

For Netflix, a service where you pay each month, it's crucial to regularly share updates on new shows and suggest personalized recommendations. This keeps users interested and makes their subscription more valuable.

Rolex, a brand famous for expensive items, might tell potential customers about special product launches to keep an exclusive vibe.

Product Life Cycle

Understanding where your product stands in its life cycle is pivotal.

A newly launched product might benefit from a more intensive email strategy to generate awareness, while a mature product could thrive with a less frequent but targeted approach.

Imagine a tech company launching a cutting-edge smartphone and a well-established brand with a long-standing laptop model.

For the newly launched smartphone, the company might implement an intensive email strategy, sending frequent updates, features, and promotions to build awareness and capture the attention of potential buyers in the competitive market.

On the other hand, the mature laptop model, having already gained recognition, may focus on specific enhancements, customer testimonials, and exclusive offers, catering to a more selective audience interested in upgrading or maintaining their loyalty to the brand.

Buying Persona

Different buyer personas have distinct preferences.

Some may appreciate regular updates and promotions, while others prefer a more reserved and informational approach. Tailoring your email frequency to align with the preferences of your target personas enhances the likelihood of engagement.

Customer Life Cycle

The journey your customers take, from the first interaction to becoming a loyal advocate, dictates the ideal frequency.

Prospective customers might need more nurturing through frequent communication, while long-term customers may benefit from a less intrusive approach.

Value Delivered Through Content

The content of your emails plays a pivotal role in determining the appropriate frequency.

If your emails consistently provide value, insights, or exclusive offers, recipients are more likely to welcome frequent communication. However, irrelevant or repetitive content can lead to disengagement.

Consider your customers as individuals with unique preferences and tastes. They appreciate it when your brand recognizes and respects their distinct needs.

It's like having a favorite local café that remembers your usual order – it creates a personalized and valued experience.

Similarly, in the realm of email marketing, granting customers the power to customize their preferences is akin to letting them tailor their coffee just the way they like it.

The more control you give them over their experience, the more respected and valued they feel. This sense of customization enhances the customer-brand relationship, fostering loyalty and a positive perception of your brand.

Subject Lines

Compelling subject lines can make or break your email strategy.

They set the tone and influence whether recipients choose to open your emails. Crafting subject lines that resonate with your audience and accurately represent the content within can positively impact engagement.

Timing

The timing of your emails matters.

Understanding when your audience is most receptive ensures that your messages don't get lost in a crowded inbox. Consider factors like time zones and the nature of your content when determining the optimal timing for sending emails.

Consistency

Consistency builds trust.

Whether you choose a high or low-frequency approach, maintaining a consistent schedule helps establish expectations among your audience. Sudden changes in frequency can lead to confusion and may impact engagement.

Think of subscribers as creatures of habit, similar to the routines of morning coffee or weekend traditions. If they're used to receiving your emails at a certain frequency, sudden changes can disrupt their established habits.

It's like unexpectedly altering the route of their daily commute – it causes confusion. In the email world, this confusion translates to a potential drop in engagement.

Subscribers may miss your messages, overlook important updates, or even become disinterested if the rhythm they've become accustomed to is suddenly interrupted.

In conclusion, email sending frequency is a multi-faceted decision that intertwines with various aspects of your marketing strategy. Recognizing the diversity of your audience and tailoring your approach based on product type, life cycle, buyer personas, customer journey, content value, subject lines, timing, and consistency creates a more effective and engaging email campaign.

The key lies in finding the delicate balance that resonates with your audience and aligns with your overarching marketing objectives.

Consider this: when health and car insurance companies get busier, especially during high-demand times, they send two (!) emails a day, and guess what? It works well. This shows that a balanced approach can be successful without annoying or upsetting the folks getting the emails.

Bring a Strategic Partner Along

In these articles, we speak in general terms because every business is different. If you're looking to develop an effective and efficient email marketing strategy for your business, let's have a chat.