How many email campaigns should you send? by Sarah Malcolm
Content marketers struggle to find the right middle ground for email promotion. You don’t want to flood inboxes, but too few emails result in underperforming campaigns. Unfortunately, there’s no single answer to determine the right number of emails to send. Why?
The email count challenge
There’s no doubt finding the right balance is tricky. Mailchimp found as email frequency increased, engagement decreased. Another survey from BlueHornet found over a third of consumers unsubscribe from newsletters because of frequency. Around 47 percent would opt to receive fewer emails if given the choice.
How many emails you send depends on factors like what the subscriber signed up for. If a client signed up for a daily email or a weekly list, then naturally they should expect a matching frequency.
The email’s purpose impacts the count, too. A client that downloaded a white paper might receive a thank you email, a follow-up a few days and/or a week later, and another two-four weeks down the road. Six months later, another email might invite a download of the latest white paper. This would be part of an engagement campaign hoping to stay top of mind with that contact.
How to find the email right number for you
Consumers choose to engage with brands in numerous ways: social media, website, chat boxes, texting, blogging, and yes, email. It’s up to content marketers to deliver quality emails that invite opens, click-throughs, and conversion.
Every company, industry, and customer is different. A good place to start finding your sweet spot is to increase the number of good emails. What makes an email “good?”
It delivers quality content, not self-promotion.
The quality content is something with proven value or interest to the consumer.
It is mobile-friendly, as most emails are opened on mobile devices.
Content is personalized to the sender.
Start the processing by segmenting your audiences. How to segment varies, but most companies can start with “current clients” and “prospective clients.” Other options: use the buyer’s journey to segment, or how much a subscriber has purchased, their region, their company size, actions they have taken with your content, etc.
Customize the email content sent to each segment. Use testing to find which content invokes a response from each audience segment. Continue tailoring the content to the audience, tweaking the message, email format, delivery time, and frequency. Your segment customer profiles optimal count will begin to emerge and inform your email campaign decision-making.
Again, above all else, we recommend email campaigns prioritize the quality of the content. Whether once a week or three times a day, emails won’t work if the audience isn’t interested in what you’re sending. If you’re not sure, turn to content marketing experts to tweak your email campaigns.
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