In the world of digital marketing, email is a perennial staple for a very good reason: it works.
It may not be the newest or the sexiest online marketing channel, but it generates profit time and time again.
If you've been having subpar results, the good news is that usually, it's a fixable problem. There's almost always something you can do that will boost your conversion rates — sometimes dramatically.
One of the biggest mistakes that people make with email marketing is not sending emails enough.
Some people, especially when first starting out, are afraid to over-email. Which makes sense.
Because people can get email fatigue. And when people ignore and archive your emails repeatedly, they start going into the Promotions folder, where they have a far lower chance of being seen.
BUT, remember people are busy, so we need to give them multiple opportunities to interact with our emails.
So it's about finding the right balance that works best for your business.
If your emails aren't converting the way you'd like — and especially if this is accompanied by a worrying unsubscribe rate — you might want to take a good, hard look at how often you're emailing people.
So how often should you send marketing emails?
There's no one answer, and it depends on several factors that can vary substantially from brand to brand, and from campaign to campaign.
A recent piece in Entrepreneur explains further.
Here are a few factors to consider:
Look at your competitors, and see how many emails they send in a week. Also check their return-on-investment, and consider learning from them.
However, do not blatantly copy their strategy. They may be sending more emails because they have a huge number of subscribers or because they have a specific goal.
Your strategy should be customized for your needs.
Nature of product or services.
The number of emails you send largely depends on what you’re offering to your customers.
For example, if you’re selling air conditioners, you would be sending more emails in the summers than in winter.
On the other hand, if you’re running a news agency, you would be sending daily emails to keep people informed.
Nature of the email.
You should know the goal of your email.
Are you trying to make people purchase a product, or are you trying to make them fill out a form?
According to reports, your first email has the highest CTR, which means you have one chance to make it right. Try to come to the point in the first email, unless you’re building curiosity.
You can read more about how to schedule your marketing emails at Entrepreneur.