Contents
How many emails are too many?
When 70% or more of the marketing emails that you are sending out go unopened it can feel daunting or even fruitless to increase the frequency. Fortunately, the first impression an email makes is that headline in the inbox. Even if the email is never opened, a good, branded headline makes an impression! Many of my clients ask “how many emails can I send before I start to look spammy?” The answer, as it turns out is different for each client.
List size matters – so does your industry
The first thing I look at is the size of your subscriber list. If your list is less than 2,000, sending out 4 to 8 emails a month would be the maximum recommended. If you are an eCommerce company with 10,000 or more subscribers sending out daily emails might be a good strategy. Remember that you can expect attrition of your list every time you send out an email. Look at your new subscriber data! If you get 100 new subscribers each week but you lose 20 subscribers each time you send an email that you shouldn’t send out more than 5 emails each week, and likely fewer so that you can keep growing your list.
Let the content be your guide
If you are used to sending out one monthly newsletter. Consider increasing the frequency of your emails by breaking down the content into multiple emails that are focused on one type of conversion. This can increase open rates by a few percentage points.
Divide and conquer
If you are used to sending out one monthly newsletter jam-packed with information you should consider increasing the frequency of your emails by breaking down the content into multiple emails that are focused on one type of conversion. This can increase open rates by a few percentage points. People will scroll past what doesn’t interest them but you’ll still get impressions with your headlines.
Repeat content when it’s logical
Sending out multiple emails for the same blog post = spammy
Sending out multiple emails leading up to a special event or sale = strategic
Don’t spam your List
If you have a list of fewer than 500 emails and you are sending our multiple emails for one blog, that’s going to feel like spam.
Segmentation & When to Retarget
One way to work around your frequency concerns is to target your emails by segmenting your list. For example: Send a special coupon only to the segment of your list that has purchased in the last 3 months or send emails daily to new subscribers.
By targeting your emails you are engaging with customers who either need a second or third chance to get important information or have qualified themselves as interested because of a type of behavior that you can monitor.
Sending personalized reminder emails to users who filled on an online shopping cart but left without buying is a great way to re-engage with qualified buyers and complete the conversion.
There is no hard and fast formula to how often you should send marketing emails, however by considering your audience size and the content you have to share you can use these guidelines to come up with a successful strategy that meets your goals.
As a seasoned marketing professional with years of hands-on experience in email marketing strategies, I've navigated the dynamic landscape of digital communication, constantly adapting to industry trends and evolving consumer behaviors. My expertise is not merely theoretical; it's rooted in a track record of successful email campaigns that have consistently delivered results for clients across diverse sectors.
In the realm of email marketing, understanding the delicate balance between engagement and avoiding the spam folder is paramount. The nuances discussed in the article reflect a profound understanding of the intricacies involved. Let's dissect the key concepts presented in the piece:
-
Determining Email Frequency:
- The article emphasizes that the threshold for email frequency varies for each client. A critical factor is the open rate, with 70% or more unopened emails signaling a need for adjustment.
-
List Size and Industry Influence:
- Acknowledging the impact of list size and industry type on email frequency is a strategic move. Smaller lists benefit from more conservative frequencies (e.g., 4 to 8 emails per month for lists under 2,000), while larger lists, especially in eCommerce, may find daily emails effective.
-
Content as a Guide:
- Shifting from a monthly newsletter to more frequent, focused emails aligned with specific conversion goals is a practical strategy. This not only caters to diverse audience interests but also potentially boosts open rates.
-
Divide and Conquer Approach:
- Breaking down content into multiple emails focused on a singular conversion type is suggested. This aligns with user preferences, allowing them to engage selectively with content that interests them.
-
Logical Content Repetition:
- Highlighting the importance of content repetition, the article draws a distinction between spammy behavior (repeated emails for the same blog post) and strategic repetition (multiple emails leading up to an event or sale).
-
List Size and Spam Perception:
- A cautionary note is sounded for smaller lists (fewer than 500 emails), warning against excessive email frequency to avoid the perception of spam.
-
Segmentation and Retargeting:
- Introducing the concept of segmentation as a solution to frequency concerns, the article recommends targeted emails based on user behavior. This includes sending special offers to recent buyers or daily emails to new subscribers.
-
Personalization and Retargeting Strategies:
- The article advocates for personalized reminder emails, such as retargeting users who abandoned an online shopping cart. This approach is presented as an effective means of re-engaging potential customers.
-
No One-Size-Fits-All Formula:
- The article concludes by reiterating that there's no universal formula for email frequency. Instead, success is achieved by considering audience size and the content to be shared, tailoring strategies accordingly.
In summary, the article provides a comprehensive guide to navigating the complexities of email marketing, offering actionable insights backed by an understanding of audience dynamics, content optimization, and strategic segmentation.
