In the ever-growing buzz of the email inbox, it seems like you need to shout nowadays to be heard. Streams of tips are coming from email marketing experts telling you tricks and tips on how to get more attention in your users inbox. But even with fancy animated images, perfect subject lines and the right timing for your client base you still run the risk of being missed, or worse…..unsubscribed to. The horror…
Linkup members always ask us: how often should we send emails so we are top of mind, but not being a pest? You want to keep customers engaged but not overwhelmed and that is a fine line to dance as each unique member of your list will be different and their preferences will also change over time. Many email marketers will tell you once a month for marketing-based emails and as frequently as required for personal emails like reminders, confirmations, etc. however that is constantly changing and the competition in the inbox is getting fierce.
The best rule of thumb for any thriving email marketing campaign is to have different types of emails that are separated out within your email marketing systems. There are a few reasons this is the way to go:
- This will provide your audience different types of information to digest, giving you a greater chance that one of these email types will resonate with them. For example, have a list for email newsletters where subscribers get a digest of information and then have a separate list for offers and perhaps a separate list or system for one-to-one emails like your confirmations and reminder emails.
- If someone on your offers list goes to unsubscribe, they have the option to only unsubscribe from this list rather than ALL communications. If you use only one database, or list, they will unsubscribe from your emails in one swoop. Tragedy ensues…
- This method also allows you to consciously focus on different types of content, rather than just hurriedly getting out an email occasionally. It helps you write one type of email in a newsy format and then change your tone, message and content for the offers in your other emails. This helps you test what your users want without risking the health of your overall email program
By using various email lists and styles to retain more users in your program and build a stronger email program, you are also opening yourself up to more sophisticated features that give your clients more control, ultimately giving you more control, too. Many systems will allow you to offer frequency options within each list, so if you send weekly specials to your list of specials, you can offer different options to your clients for frequency when they go to unsubscribe. This gives them the option to simply change from a weekly email to a monthly email if that’s what you offer. This keeps them in the program (you get control) but allows them to receive it in the frequency they want (they get control). Win-win is always the way to go!
Finally, when deciding your frequency options, you want to make sure that you are looking at two key variables – your time and your budget. Do you have time to send as many emails as you plan to? If you don’t have the time or expertise, then you need to consider allocating budget to a marketing expert to have them write, design and manage your monthly communications. If you have neither time and skills or budget, then it’s time to scale back what you want to do in order to start small and build it bigger.