One question that often crops up with people just starting with email marketing is how often you should communicate with your list. It is a question borne out of anxiety, as you do not wish to alienate the very audience you are trying to cultivate, but at the same time you want to give them the most information possible about you and your products and services.
So while there’s not one standard answer, as all businesses have a different dynamic, know that once a month, or worse, a seasonal approach to email isn’t likely to cut it. They will forget you, resent the intrusion, and view this as merely another obvious attempt to get into their wallet. (Which it is!)
What you should know about email frequency
The first thing to understand is that your prospect’s inbox is a competitive place. Many others are vying for attention there, and to get noticed you’ve got to accomplish several things.
If you desire to develop a long-term relationship with your lists, you’ll need to give, give, and give some more. Once they’ve come to the understanding that they can trust you, and know what you’re about, you’ll have the ability to send the occasional sales pitch.
Educate, encourage, inspire and otherwise uplift your audience about your industry, and then about why specific products and services might be of benefit to them. Always understand the intent of a particular mailing, and avoid the temptation to sell in every email.
As a general rule, if you are using this advice, you can mail 2-3 times a week without it being seen as an intrusion. Keep in mind, this changes if you are not delivering value and over-selling.
The fact is that once you get rolling, your audience will quickly let you know how much is too much, you’ll be able to tell by metrics like open rates, unsubscribe, and heaven forbid, spam complaints. Listen to your audience, place yourself in their shoes, and you quickly find that optimum number of times to email.
Looking for help with your email frequency? Extreme Marketing Concepts would be happy to site down and talk to you about who would be best for your business and help you set up a schedule. Contact us today for all your email marketing needs.