If you have been in the business of sending out promotional emails, then you know that the key to a successful email marketing campaign is frequency.
If you send out too many emails, your audience will start to unsubscribe or delete the emails without reading them.
However, if you send out too few emails, your audience will start to forget about you and eventually unsubscribe from your list.
In this article, we’ll tell you about why email frequency is important for your business and provide the most effective practices. We also explain how you can find your perfect email frequency.
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Why Is Email Frequency Important For Email Marketing?
The frequency at which you send emails can have a big impact on your email marketing campaign.
A lot of marketers are asking about the best email frequency for their email marketing campaigns. Your sent emails have a direct effect on your open rates, click-through rates, unsubscribe rates, and conversion rates.
Open Rates
The open rate is the ratio of emails opened out of the total emails sent (excluding any bounces). It is one of the most important metrics when it comes to email marketing. The engagement level of your audience has a direct impact on your open rates and conversion rates.
Click-Through Rates (CTR)
Email marketers use click-through rates to measure the effectiveness of their emails. This measures how many people clicked a link in the email and were taken to a website or another email.
The higher the click-through rate, the more successful the email campaign was. The higher it is, the more people are clicking on your links and visiting your website or reading your emails.
This is a good indicator of how well you are doing in getting people’s attention on what you sending them. This includes whether they are interested in what you are offering.
Unsubscribe Rates
This is a metric that is used to measure the effectiveness of an email campaign. It is calculated as the number of subscribers who unsubscribe from an email list divided by the number of subscribers. It is expressed in percentages or as a decimal.
An unsubscribe rate can be either good or bad, depending on what type of campaign it is.
Eg. If a company sends out promotional emails and their unsubscribe rate is high, their customers are not interested. This results in them not wanting to receive their emails.
On the other hand, if a company sends out transactional emails with a high unsubscribe rate, those customers are unhappy with the number of emails being sent.
Conversion Rates
The conversion rate is the percentage of people who perform the desired action, such as making a purchase or filling out a form. It’s important to know the conversion rates of your emails. It will tell you how well your email marketing efforts are working.
Waiting Period Between Sent Emails
The answer to this question is not straightforward. The number of days you wait before sending another email will depend on the type of content you send. Also your audience, and the frequency they are expecting emails from you.
To make a more concrete answer, let’s review the following hypotheticals:
1. Sending content that is expecting to be high quality and receiving a significant response. In this instance, you would email your audience every two weeks.
2. You are sending content that is not high quality but you don’t want your audience to forget your brand. In this case, it would be advisable to email them weekly or every second week.
3. You are sending content that exceeds a low quality and you want to receive a response on an individual basis. In this case, emailing your audience monthly would be ideal.
I can’t tell you what would be the perfect amount of time for you to wait between emails. It is different for everyone and there are many factors that come into play.
The Most Effective Email Frequency
It is important to find the right email frequency that will work best for your business. Some brands send emails once a month, while others send emails every day.
So, how often should you email customers? The answer is that it depends on your industry and the type of products or services you offer.
If you are email marketing in B2B (business to business), it’s better to send more emails than if you are a B2C (business to customer).
For example, as a B2C, you sell health supplements. Sending an email every day would be a better way to reach out to your customers. Since they are more interested in their health than sending one email per month.
If you are running an eCommerce site, sending an email monthly is the best way to reach out to customers.
If you are in the B2B industry selling over-the-counter drugs. Sending weekly emails is better than a monthly email. Businesses tend to be so busy and are communicating with so many people, they could forget and need reminders.
Email frequency is up to the discretion of a company. Typically it depends on the industry and product or service that the company is offering.
Here are 3 different email marketing frequency approaches:
1.Sending an email once a month
Pros: It allows you to focus on providing quality content that your subscribers will appreciate.
Cons: Your subscribers may forget who you are and what you offer overtime, which can lead to unsubscribing from your list.
2.Sending an email every other week
Pros: This frequency is great for building relationships with your customers by providing them with valuable content that they want to read.
Cons: Your list may grow tired of receiving emails from you so often, which can lead to unsubscribing from your list.
3.Sending one email every week
Pros: Your list will grow faster as your subscribers will feel like they get a lot of value from your emails, even though you are sending fewer of them.
Cons: You might annoy your list with too many emails and they may unsubscribe from your list in frustration, or not see value in the content that you are providing.
Check out this article by Hubspot for interesting facts on email marketing.
How To Find Your Unique Email Frequency?
Email marketing is one of the most effective ways to reach out to customers and prospects.
However, the frequency at which you send out emails can make a huge difference in the effectiveness of your campaign.
It is important to find out what the best email frequency for your business is.
Track number of opens and replies
This method is best for content-driven email campaigns to understand how many open your email. To track opens, place an “unsubscribe” link at the top of each email that you send out.
If someone opts out, you are able to see how many emails you send before they made the decision. This will give you a good idea of the total number of openings.
For transactional emails, tracking the number of replies will help you understand who is engaging with your email.
Ask for feedback and track those replies, when sending out emails.
You can then use a tool such as Loop11 to see how many people responded to your email.
Keep in mind that replies do not always mean engagement, so this metric is only a glimpse of how many people received your email.
Content Of Emails
Think outside the box when it comes to content, the best way to figure out how many emails you sent out with your content is by using a tool like Google Analytics.
If you struggle with writing new creative content, you should think about using AI writing assistant softwares. Learn more by reading my Rytr review here, or head straight to Rytr’s website.
You will be able to see the number of emails you were able to send out with your content, and then compare that figure with how many people received the email.
The best way to generate inbound links is through guest blogging. If you are sending out an email series, then it’s a good idea to include a call to action in the email.
This will help you generate a lot of leads that can result in an influx of traffic.
Also, make sure your content is genuinely useful. Take some time to test the waters and see what happens before sending a campaign out to a larger number of people. You will have more success if the content you are sending out is of value and people need that information.
Email Length
The best way to figure out if your emails are too long is by sending out some test emails first and seeing what happens.
Too Many Emails Sent
Experiment with different email blast frequencies to see when people don’t open them anymore. This means that not everyone who signed up to receive your emails will see them.
General Strategies For Managing A Good Email Frequency
Email frequency is a big issue for many marketers. When it comes to email frequency, some people might not want to receive emails from you at all, while others might want to hear from you every day.
The key is to find the right balance for each of your contacts.
The best way to do this is by asking them what their preferences are and then adjusting your email frequency accordingly.
Different people might prefer to receive emails from you at different frequencies, depending on their work environment and other time commitments.
For example, people who work in hospitals might not have the time to check their emails as often as people who have a lot of free time outside of work.
For those people, you may want to send them an email once or twice a day so they can get some free time to check their inboxes.
Others might not want to receive emails from you unless they have a problem you still can help with
For those people, it makes sense for you not to send them emails or send an email maybe once every 2-3 months.
In the future, if someone wants to follow up with you, they might send you a Facebook message or have those emails to refer back to contact you.
Email is great for keeping organized and being efficient with your time. But it’s also not always the best way to communicate in certain situations. Try different techniques if the email isn’t doing the job.
Best Practices For Email Marketing Frequency
Many marketers often debate the frequency of email and what the best practices are.
Lucky for you, I have compiled a list for you to use so you can increase your conversion rates and make your email campaigns more effective.
1) Send out your emails at the right time – Consider the geolocations of your subscribers and time zones. Nobody wants to be woken up by receiving an email at 3 am when they sleeping.
2) Remember to send emails on public holidays as most people will be off from work and have the time to read your email. Also don’t forget important seasonal holidays such as Easter, Mothers Day, Fathers Day, Christmas, etc.
3) Make sure to schedule your emails so that there is one being sent at the end of the month. If you are offering something for them to purchase, the chances of them buying something are higher because they would have been paid.
4) Use email automation softwares like GetResponse to create sequences to keep your subscribers engaged.
Learn more by reading my GetResponse review here, or head straight to GetResponse’s website.
Signs Your Sending Too Many Emails
There is no set number of emails that are considered to be too many but there is always room for interpretation.
It all depends on how you are using the email, who you are sending it to, and what the content is about.
If you are using email as a marketing tool or for business purposes, then it is important to send out a certain amount of emails to get results.
However, if your emails are personal messages then there is no limit to the number of messages you can send.
It is important to be considerate of your subscribers privacy. As you can see, many factors come into play when thinking about how many emails to send out.
If you are unsure how many messages to send, then start by sending one and using that as a benchmark for future email campaigns.
Signs that you are sending too many emails to your customers:
- When you start getting complaints from your customers.
If they are complaining about the frequency of your emails, then it is time to step back and re-evaluate.
Now this could be a lot of factors and not just how many emails you are sending but it could be…it is sometimes difficult to know exactly why.
- When you start getting unsubscribes.
It’s helpful to have a pop-up when the person clicks the unsubscribe button asking them why they decided to unsubscribe. That will give you a lot of information and help you to limit the number of people unsubscribing.
- When your customer starts telling their friends about how much they hate receiving your emails.
This can lead to a negative word-of-mouth campaign against your company and will only lead to fewer subscribers.
- When you start getting complaints from your customers about being spammed.
If they have to send you a complaint about your company, then it is time for a change.
- When the email address you have on file starts filling up with people who are not your customers.
If a lot of people are emailing you just to sign up for your list and you are not even selling anything, then this is a huge red flag.
Conclusion
Many people who do email marketing don’t always think about the email frequency of the emails they are sending out.
Just because email marketing is such an amazing way to engage with your customers and gain high conversion rates, doesn’t mean you neglect ethics and respect.
The frequency of your emails should always be personalized to the customer. This will only help your business rather than you sending your business down an email black hole.
By using the right words at the right time, these messages can boost conversions and also encourage stronger engagement.
As a result, your business and your consumers are happier because they receive relevant content that is aligned with their interests.
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