3 minute read
Marketers shape their email strategy by asking questions. Many companies ask if they send too many emails—and often assume that they do. This is most likely based on a slew of reports and research studies asking questions along the lines of “Why do you unsubscribe from email?”
It’s a fair question and, through our experience, we’ve found that people almost always cite frequency as one of their main reasons for unsubscribing.
With that information in hand, email marketers tend to assume they do send too many emails. But this survey question is extremely generic, lacks context, and therefore can be misleading. For all we know, the respondents could be referring to the average email from the average company.
However, ask the same exact users which companies do the best job communicating with them through email, and they’re likely to list a company that sends them more than one email per week. In fact, we find that companies who send subscribers emails multiple times per week are the ones that stay top-of-mind.
Marketers who send irrelevant emails annoy subscribers more and more with each message. The best email marketers are ones who have a content strategy that identifies valuable reasons to communicate more frequently by delivering quality, and relevance with each email. Does this mean that you should start sending your weekly newsletter twice as often? Maybe not, but here’s what you should do:
If you have good content, don’t worry about sending too often. Ultimately the answer to the question, “How often should we send email to our subscribers?” is “As often as your subscribers think you have something worth saying.” And while that’s easier said than done, we’re confident that more opportunities still exist to communicate with your subscribers in ways that will make them feel appreciated, while encouraging them to conduct more business with you.
If you’d like help with your email strategy or managing your email program, contact us. We’d be happy to help.
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