Finding that sweet spot for email marketing is all about how often it is nailed, as well as choosing the right days and times.
Promotional emails should feel organic – and definitely not be overly coerced. If you send too many in too short a time, you run the risk of becoming too intrusive. This can be a huge nuisance for your subscribers and lead to higher opt-out rates.
The key: focus on a cadence that won’t flood but keep you posted. This requires that you find a balance between the different types of emails you send and prioritizing content with the highest conversion rates so that you get the most payoff for your efforts.
Here’s a breakdown of the information you’ll need to find that elusive sweet spot and what’s just right for your email frequency.
How often do marketers send email?
Before looking at your own best practices, it can be helpful to look at what others are doing.
A Databox survey found the following when they asked marketers how often they send out their email campaigns:
- 33 percent weekly
- 26.67 percent several times a month
- 13.33 percent several times a week
- 13.33 percent once a month
- 13.33 percent daily
From this data you can see that “weekly” and “several times a month” were the most common frequencies (although we assume there is some overlap there, since if you broadcast once a week you are also broadcasting multiple times a month ).
Email Frequency Best Practices
There is no single answer to how often you should send email. Instead, you need to figure out what works best for you and your subscribers. Here are a few ways to do this.
1. Less is (usually) more
The main reason people opt out of branded emails? You have received it too many times. This shows us that your contacts know exactly how much email they are getting from you and that the frequency of emails is just as important as your content itself when it comes to keeping your lists intact.
2. But too little is not the right way to go
Email your subscribers too infrequently and they’ll be sure to lose interest. Yes, you read that right: sending too few emails can be just as damaging as sending too many emails, especially when it comes to your open rate and click rate. If you email your subscribers every two months, you are not offering them much value and they will wonder why they subscribed in the first place.
To get the right cadence, start with a weekly email and adjust it up or down based on your conversions history. You can also conduct a customer survey to see how often your subscribers would like to hear from you.
3. Adjust based on your results
Another notable finding from the Databox survey was how marketers are adapting and responding to their analytics. 63.33 percent said they reduced the frequency of emailing subscribers who were not engaged, and 36.67 percent said they continued the same frequency regardless of subscriber behavior.
In terms of best practices, if your subscribers are not working with your current volume, you should definitely cut the frequency. If you don’t, your unsubscribe rates will likely increase, which not only affects your incoming funnel, but can also affect your deliverability rate.
4. Rely on segmentation
If you look at the data on how your contacts are responding to your email, you are almost guaranteed to find that some are responding well to your current engagement rate and some are not at all. The same disconnect occurs when you play around with frequency – with positive and negative results in engagement as you tweak and send more or less email.
In all cases, this information is more valuable than you might think. Use this option to further segment your contacts so that you can optimize the frequency by groups and meet their preferences. Everyone responds differently to different approaches, but it’s up to you to respond to individual preferences in finding the best way to increase engagement.
5. Trust your instincts
It can be difficult to pinpoint a frequency that will work for all subscribers at all times (probably because there aren’t any), but keep in mind that your subscribers want to hear from you. Among consumers, 69 percent enjoy weekly promotional emails from their favorite brands. As long as you’ve set the right frequency, your email is likely to be well received.
What is the takeaway? Determine which frequency works for which group, but don’t worry that every email you send is an intrusion. As long as you’re sending valuable content to an opt-in group of subscribers, you’re already half the battle.
What’s your perfect email frequency?
You have to find out! Use the analytics built into your email marketing platform to find out what works with whom, and go from there. Finding the right frequency is just as important as personalization and segmentation to get great results. And we promise if you make the effort you will see the benefits in your email performance.