Email Frequency, When Is It Too Much?
A common question that I often get from companies is, “How many emails should I send to my customers?” There is unfortunately no definitive answer. A great article that provides some really good advice is, Does Your Email Need a Frequency Adjustment? Ways to Tune the Dials by Karen Talavera.
Some of the key pointers discussed in the article are:
- In email, frequency increases can generate higher revenue or ROI to a point
- The industry has officially reached the tipping point of diminishing returns.
- Draw up a consideration-path map
- Synchronize opt-in and opt-out choices with one another and within your preferences center
- Provide a frequency-reduction option as well as a brief survey upon unsubscribe
- There is no one-size-fits-all email frequency either across or within vertical industries
All of these pointers are valid, but at the end of the day it’s all about targeting your email and making it relevant and compelling. Think about emails that you yourself would want to open? You are not going to want to open and read the same old generic emails that you always get. If you recieve a tailored email that is relevant, your going to open it. More importantly you are going to be engaged! This of course all leads to conversion.
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Hey Marc,
In a related topic, here’s an article on how often you should blog:
http://www.problogger.net/archives/2009/05/15/be-consistant-and-useful-thoughts-on-how-often-to-publish-on-your-blog/
Thanks Alex, there seems to be a central theme about consistency and relevancy in both blog and email frequency.
absolutely. I guess it requires a lot of dedication and rapid fire, but relevancy too. If you’re going to fire messages like a machine gun, the bullets better hit the target.