Email marketing is one of the most worthwhile uses of time when you’re starting a business, selling a new product, or trying to get in touch with potential clients. In other words, email marketing is a valuable tool you can use at any point and time, whether your business has been running for six months or six decades.
But how much is too much?
We’ve all unsubscribed from email chains before, and one of the reasons we’ve done (and continue to do) this is because we’re getting too many messages from the senders. In fact, this is the cause for receivers unsubscribing almost 70 percent of the time. While companies want to put information out there, they also want to be conscious about the importance and relevance of that information – and they need to know how much is going to push subscribers over the edge.
Once a Day? Once a Week? Once a Month?
The first thing businesses need to ask themselves when developing an email marketing strategy is what content needs to be advertised. This can be done a number of different ways, and one of these ways is by breaking your email marketing messages into different campaigns, and then splitting the messages you want to convey into “need vs. want” categories. Once you’ve deduces what information your clients and potential clients need to hear vs. information you want them to hear, you can start sending emails out on a detailed schedule that places an emphasis on importance.
Still, that doesn’t tell us exactly how many we’re looking to send.
To start, you’ll want to take a look at what your competition is doing. Why? Because the answer is different depending on your industry. If you run a clothing apparel or shoe line, there’s a good chance you will schedule more mass emails than someone running a marketing agency. By understanding how a successful competitor uses email marketing to their advantage, you can develop a strategy that plays to your strengths.
Some of the ways you can do this may include:
- Deals and promotions
- New campaigns
- Relevant topics, including holidays and nationwide events
- Important and consistent reminders
- Hiring opportunities
But How Much is Too Much or Too Little?
Remember that even the best campaign strategies can be over or underwhelming if not executed correctly. Direct Marketing Association’s National Client Email Report claims that most marketers send between two and three emails every month, but this number ranges from one to eight in most cases (and some companies choose to send multiple emails every single day!).
In truth, it’s difficult to put an exact number on how many emails a company should send in a given amount of time. Goals and clientele are constantly changing and evolving, creating more opportunities for companies to make lasting impressions. The one constant is that email marketing can be and is beneficial. It is a useful platform that provides users with important statistics such as click-through-rates (CTR), conversion rates, and return-on-investment (ROI).
If you want to learn more about how your particular company can take advantage of email marketing – and how much would be appropriate – contact the experts at Compulse Integrated Marketing. We help people with their email marketing needs on a daily basis, and we look forward to serving you, too!