According to HubSpot, 69 percent of recipients unsubscribe from emails because the business is sending too many messages. Email marketing can be a very effective way to reach your market, but if you spam your audience this tool will quickly become ineffective.
Every business, industry and market will require a different email frequency. While several emails a month may work quite well for one business, another may find that is too often. You’ll need to carefully consider your business and audience as you choose an email frequency.
While there isn’t one golden frequency that all businesses should use when deciding how often to send emails, there are some questions you can ask yourself to determine what is best for your business.
Does this Email Provide Unquestionable Value?
Each time you design an email and prepare to send it, ask yourself if it provides unquestionable value to your market. It’s generally a bad idea to send an email just for the sake of contacting your customers or just to send one.
Instead, make sure each email provides value that your market will recognise, benefit from and want. Ideally, the people on your email list welcome your emails and look forward to your messages because they know they are valuable and have information they are interested in.
When does our Market Want to Hear from Us?
Make a list of times and situations that describe when your market would want to hear from your business. When you email people when they want to hear from you, and not just when you think you should, your campaigns will be much more successful.
Some times your market may want to hear from you include:
- During Sales or Promotions
- After the Launch of a New Product or Service
- When you Have Relevant News
- During Major Company Changes
- When you Can Provide Helpful Tips and Guides
- When New Free Resources are Available on your Site
Think about your business and what your market wants and then make your own list of times people will want to hear from you. Then, build your email campaign around those situations.
You can even take this a step further by allowing people to sign up for specific kinds of alerts and dividing your email list into groups so you can more easily target each of your audiences.
What is our Current Unsubscribe Rate?
Keep close track of the unsubscribe rates for each of your emails and lists. Pay attention to times when more people seem to be opting out and then assess your emails to find out what could have spurred people to unsubscribe.
To find out why people are unsubscribing, include a short form on your unsubscribe page where people can choose the reason they are leaving your list. This feedback is valuable and you should use it as you develop your campaigns.
You know your market best, so when you watch its actions and listen to its feedback, you can choose the perfect frequency for your emails.
Start evaluating your email marketing campaigns by asking these questions so you can avoid sending too many emails and losing subscribers. When your campaign uses the right frequency and provides value, it will be more likely to help you reach your goals.