One of the most common questions that I’m asked by my clients is, “How often is too often for marketing emails?” On one hand, you don’t want your leads to forget that you exist. But on the other hand, you don’t want to remind them so frequently that they consider your emails to be harassment.
The answer to this question isn’t an easy one. The easiest answer I can give is a non-answer: “It depends”. For one, regardless of the rules that I’ve outlined below here, there’s one thing for certain: you’ll want to test your methods. See how many subscribers you get or how many more customers you get based on your email frequency. Ask your subscribers what type of frequency they feel works best, and then revise your plan. But to get you started, here are the general rules that I give my clients on email marketing:
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Quarterly Marketing Emails
Quarterly emails are generally sent out every three months. These types of emails work best if you don’t really have a whole lot to say, or if you don’t have the time to even send out the emails.
I rarely recommend that any business send out quarterly emails, and there are a few reasons for this. For one, your leads will forget about you. If they’re staring at your email and they don’t remember who you are, there’s a higher chance of them hitting the “unsubscribe” link in your email. Secondly, if you email at such a low frequency, there’s a higher chance that the email address you’re sending your message to is no longer valid. You’ll get a whole lot more “bounced” emails, and you may just end up wasting your time with them.
Monthly Marketing Emails
As noted in our free Ebook “The Fast Track to Powerful Emails”, monthly marketing emails work best if you have people who’ve signed up for a newsletter. Newsletters can be sent out more frequently than just once a month, but a good place to start for any busy business owner is with monthly emails.
When you send out an email every month, your goal should be to inform the reader of what’s new with you, your company, and in your industry. You want to keep your subscribers right up to date with what’s hot and what’s happening, and include things like:
- Upcoming events
- Blog posts
- Neat tips and ideas
TIP: If your goal is to sell a product or service, consider sending out an email more frequently than once a month.
Bi-Monthly Marketing Emails
This frequency is the one that I recommend to most businesses. It’s a nice balance between the monthly and weekly email frequency, and most companies that I have worked with are easily able to churn out enough great, solid content to justify a bi-weekly email.
That being said, if you find yourself sitting there and struggling to come up with content, then think about tapping into the resources that you already have on hand, such as press releases, web copies or blog posts. Curate content. Create lists. Get creative and you’ll surely be able to come up with a ton of great email ideas in no time.
Weekly Marketing Emails
If you want to really sell a product or service, send out an email every single week. You may even want to bump up the frequency if you’re having a sale, offering a new product, or have some sort of new service that you’re offering. Make it a goal to send the emails out on the same day and at the same time every week so that your subscribers will come to expect the email.
Daily Marketing Emails
Daily emails can work in your favor, but only if you have the time to invest in them. If a company can turn out valuable, actionable, and relevant, timely content every single day, then try a daily email marketing campaign!
That being said, it will take a whole lot of resources to be able to make a daily email marketing campaign sustainable. If you find that the pace is too fast for you, don’t worry about it. If you can keep up with it, great! Just make sure that you analyze the emails and the responses you’re getting. Consider reducing the email frequency if you notice:
- A drop in email openings
- A drop in click-thru rates
- A drop in conversion rates
The frequency of your emails really depends on what you hope to accomplish with them. Daily emails are great if you want to make a sale, though the general rule is that twice a month will suffice. Test out what works best for you, and by all means ask your subscribers what they prefer.
If you’re interested in generating more leads from your email marketing campaign, contact us today to schedule your free marketing analysis.