MasterGuide to Optimise Your Email Marketing Frequency

Email marketers struggle to identify the exact number of emails that will give them the maximum ROI. There isn’t any magic number that can help marketers to strike a balance between sending innumerable emails and sending very few emails.

If you are sending heaps of emails, chances are high that your subscribers will get annoyed. Going forward, your subscribers’ list will just get smaller. If you hardly send emails, your subscribers might find an alternative to your products or services. They might forget your brand. So how do you identify the correct email marketing frequency practices?

According to a research from DMA titled National Email Client Report 2016–

17 percent marketers send about 4-5 emails in a month; 8% send 6-8 times; and 8 percent send emails more than 8 times in a month.

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Apart from a decrease in email engagement, over-emailing will pave way for delivery issues. Your messages may not reach the inbox of your subscribers. Instead of getting the users’ attention, this will drive them away from your brand.
Again, under-mailing may kill the interest of your users that had convinced them to subscribe in the first place. The email marketing frequency is a debatable topic because there is no way to identify the exact number of emails that will give results. It varies according to businesses, time and business model. Let’s take an instance of the eCommerce companies.

According to Soundest, an eCommerce email marketing blog, bigger the business more are the orders. So, the email marketing frequency is going to be different for each company.

A conversion rate is highest when you send two emails per month. So, you literally LOSE money by contacting customers too infrequently.

Image source: Soundest

The story is same for all the industries. It is clear that b2b email marketing frequency does not indicate any fixed number of emails. To understand and figure out what might work, below we’ll go over the impacts of under-mailing and over-mailing.

How your email marketing frequency impacts your ROI?

Effects of under-mailing
So, you have sent a huge number of emails that have annoyed your subscribers! The most plausible option is to reduce the number of emails. It not just pacifies your subscribers but also brings down the number of complaints. However, you still did not get the desired result. This may be because, in order to tend to your subscribers’ demands, you have under-mailed them. While this has put rest to all the complaints, here are the major effects that under-mailing has.

Lowers Lifetime Value
If you fail to provide relevant content at regular intervals, they might lose interest in your brand. With few emails, you get limited opportunity to prove your campaign’s worth.

Lack of Inbox Presence
It is estimated that an average subscriber receives more than six emails per day; more than fifty- three percent of them are promotional emails. If the frequency of your emails is low and far in between, the subscribers may not recognize your company anymore or may not remember subscribing to your content. Having a low inbox presence may hurt the chances of success of your email campaign and reach potential customers. Subscribers may even choose to unsubscribe because of the lack of content.

Increased Complaint Rates
Sending less emails might decrease the number of complaints from subscribers, but it may also have the opposite effect on your complaint rate. If you send few emails, each complaint will have a greater impact on your complaint rate. For example, if you send 4,000 emails and receive 100 complaints, your complaint rate would be 2.5%. If you decrease your email sends to 2,000 and your complaint drop down to just 75, your complaint rate will increase to 3.75%. Thus, reducing emails is not that great idea to reduce complaint rates.

Poor or Inconsistent Sender Reputation
If you send emails infrequently, it might be a challenge to build and maintain your sender reputation. The sending reputation metrics will track the sending history of just 30 days. Thus, if there is no consistency in emails from a particular IP address, it is most likely that emails from that IP address will be blocked. The mailbox will fail to recognize whether an email from that IP address is a spam or not, ultimately blocking it.

Lack of Clean List, And Spam Traps
Infrequent email is a direct route to the spam trap! If you are not sending emails frequently, you cannot identify abandoned email addresses in time. Abandoned email addresses are generally recycled into spam traps within or less than 30 days. So, if you are not sending emails at regular intervals, you are sure to fall for the spam trap.

Missed revenue Opportunities
Under-mailing would lead potential customers to move away from your brand and not be informed about your products. By limiting your emails, you would decrease the chances of connecting with potential subscribers that are interested in buying your products. This might lower your profits. Therefore, under-mailing can potentially destroy your revenue opportunities.

Effects of Over-Mailing
The effects of over mailing are better known than under-mailing. It can severely damage your email reputation and permanently lead you into spam traps. Over-mailing can harass your subscribers and lead to sky rising unsubscribe rates. Below are some of the ill effects of over-mailing.

Low Engagement Rates
Over-mailing might annoy your subscribers. The most common way subscribers deal with over mailing is by not engaging at all. They start ignoring all messages from your brand, causing a dip in email engagement...

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