Email marketing is a great way to connect with customers. Because customers have to opt in to your marketing messages, your email list could be a gold mine of potential repeat business. Customers that sign up to receive messages from you are showing their loyalty and indicating they want to be marketed to.
When email marketing, it is your responsibility to ensure that you don’t abuse this position of trust. There are many laws and regulations that need to be followed when email marketing, but there are still plenty of legal ways you can drive your customers away through email marketing.
Frequency is one of them. How often should you send your clients an email?
Too many will drive customers to unsubscribe
Almost half the people in the UK who were surveyed about their email habits in 2011 said that they had unsubscribed from a company’s email newsletter because they sent emails too frequently. This is something I can relate to. I was subscribed to a company’s email marketing list but stopped after it became apparent that they were going to send me 2-5 emails per day. Who has time to read that?
What happened in my case is probably the same as with a lot of the people surveyed. I don’t read marketing emails straight away, so if another one comes in before I have read the first one, I’m quickly going to build up a stockpile of marketing emails I haven’t read. What’s in it for me to go back and plough through all those emails?
The answer is ‘not enough’.
Too few will cool their interest and create indifference
Customers sign up to your email marketing list because they want to hear from you. If they don’t hear from you, they’ll think either you haven’t got anything worth saying, or that you don’t value them. Both of these are bad impressions to give. While bombarding your target market with emails isn’t going to do you any good, sending too few could be almost as bad.
But what is a good frequency? Well, once a month is a good place to start. It gives you a chance to update your customers about what has been going on, share any exciting news, and try and tempt people with offers. And, while 12 emails a year doesn’t seem like too much effort, you’ll be amazed at how having yet another important task that demands your full attention will eat up your time.
What do your customers want?
The best way to decide on the perfect email frequency is not to decide at all. Ask your customers how often they want to hear from you.
This way you can create the perfect frequency that doesn’t flood your readers, but doesn’t leave them wondering where you’ve gone, either. Combine great design with irresistible content, and you could find that your email subscribers eagerly await your next newsletter arriving in their inbox.