
Are you sending too much email?
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...