Finding the sweet spot when it comes to email marketing is as much about nailing frequency as it is about choosing the right days and times.
Promotional emails should feel organic — and definitely not overly forced. If you send too many in too small of a time period, you risk coming off as overly pushy — which can be a major turn-off for your subscribers and could result in higher opt-out rates.
The key: focus on a cadence that doesn’t inundate but that keeps you top of mind. This requires that you find a balance between the various types of emails that you’ll be sending out and prioritizing content that offers the highest conversion rates so that you can get the biggest payout for your efforts.
Below, we’re breaking down what you need to know to find that elusive sweet spot and hit it on the mark when it comes to your email frequency.
How Often Are Marketers Sending Emails
Before looking at your own best practices, it might be helpful to look at what others are doing.
- 33 percent on a weekly basis
- 26.67 percent multiple times per month
- 13.33 percent multiple times per week
- 13.33 percent once per month
- 13.33 percent daily
Based on this data, you can see that “weekly” and “multiple times per month” were the most common frequencies (though we’re assuming there’s some overlap there since if you’re sending once per week, you’re also sending multiple times per month).
Email Frequency Best Practices
There is no one-size-fits-all answer when it comes to how often you should be sending emails. Instead, you’ll need to figure out what works best for you and for your subscribers. Here are some ways to do it.
1. Less is (usually) more
The number one reason that people unsubscribe from brand emails? They received them too often. This tells us that your contacts are well aware of how many emails they’re getting from you and that email frequency is as important as your content itself when it comes to keeping your lists intact.
2. But too few isn’t the way to go
Email your subscribers too infrequently, and they’re bound to lose interest. Yes, you read that right: sending too few emails can be just as detrimental as sending too many, especially when it comes to your open rate and click-through rate. If you’re emailing your subscribers once every other month, you aren’t offering them much value, and they’ll wonder why they even subscribed in the first place.
To hit the right cadence, start with a weekly email and then adjust up or down depending on how your conversions go. Or, you could conduct a customer survey to gain insights into how often your subscribers want to hear from you.
3. Adapt based on your results
Another notable finding from the Databox survey was how marketers adapt and react to their analytics, with 63.33 percent noting that they reduce email sending frequency to subscribers who aren’t engaging and 36.67 percent saying they continue with the same frequency regardless of subscriber behavior.
As far as best practices go, you should definitely be reducing frequency if your subscribers aren’t engaging at your current volume. If you don’t, you’re likely to see your unsubscribe rates increase as a result, which not only affects your inbound funnel but can also hurt your deliverability rate.
4. Rely on segmentation
When you look at the data around how your contacts are responding to your emails, you’re almost guaranteed to find that some are responding well to your current rate of engagement, and some aren’t engaging at all. The same separation will occur as you play around with frequency — with both positive and negative engagement outcomes as you tweak and send more or fewer emails.
In all cases, this information is more valuable than you might think. Use it to further segment your contacts so that you can optimize frequency by group and meet their preferences. Everyone responds differently to different approaches, but it’s up to you to respond to individual preferences by finding the best way to increase engagement.
5. Trust your instincts
It may be difficult to pin down a frequency that works for all subscribers at all times (probably because there isn’t one), but keep in mind that your subscribers do want to hear from you. Among consumers, 69 percent enjoy weekly promotional emails from their favorite brands, which means that so long as you’ve nailed the right frequency, your emails are likely to be well-received.
What’s the takeaway? Determine what frequency works for which group, but don’t drive yourself crazy worrying that every email you send is an intrusion. So long as you’re sending valuable content to an opt-in group of subscribers, you’ve already won half the battle.
What’s Your Perfect Email Frequency?
That’s for you to find out! Use the analytics that are built into your email marketing platform to figure out what’s working and with who, and go from there. Figuring out the right frequency is just as important as personalization and segmentation to get great results. And we promise, if you’re putting in the effort, you’ll see the benefits come through in your email performance.
Best Email Marketing Practices to Generate Leads
Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.
There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand.
In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!
To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.
This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!
Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.
By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most.
Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox.
- Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
- Keep the main message and call to action above the fold.
- Include a personalized touch by adding your name and having a sign-off; viewers love it.
- Have a clean and concise email – no one likes too much content at one time!
First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.
This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop.
Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.
Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.
This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).
Therefore, they can use this information to their advantage by making sure the most important details are included above this fold.
Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.
A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.
The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity!
My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.
It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.
By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!
To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:
- Active campaign
And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!
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