Email marketing is a delicate balance: You want to keep in touch with customers and prospects and stay top of mind, but you don’t want to pester them with the information which they don’t require. You want to obtain a steady stream of leads without too many spam reports or, even worse, unsubscribes.
We all have an understanding of how it feels to be on the receiving end of far too many useless emails. This means that it’s good to be sensitive to email marketing frequency. However, we’ve seen many businesses take such a cautious approach to email that they don’t take advantage of valuable opportunities in order to nurture prospects as well as generate sales.
What is the correct frequency to adopt for email marketing?
Selecting the best frequency for sending emails is challenging as we are searing for an opportunity to maximise response but to avoid ‘over-mailing’ that can lead to unacceptable levels of unsubscribes in addition to an increase in inactive subscribes as your audience may get the impression that they are being spammed.
Even if they do not unsubscribe they are going to become “emotionally unsubscribed”. Even worse, with over-mailing the company may have email delivery issues. This means that messages will not be getting through to the inboxes of your subscribers’ at all.
On the other hand, with ‘under-mailing’ chances to explain the proposition as well as promotions, or to get the correct product in front of the right subscriber, and sales may be lost.