All of our content marketing packages include email marketing. It’s cost-effective (and just plain effective), offering an impressive return on investment (ROI) when done right.
However, inundating your audience with excessive emails can lead to diminishing returns, including increased unsubscribe rates and decreased engagement. You can send an email with the snappiest subject line and the snazziest design, but that all means zilch if you send emails so often that recipients start feeling pestered.
So, how do you go about striking the right balance in email frequency to avoid ending up in the spam folder?
How many emails should I send to my customers?
As usual, there is no one-size-fits-all answer. The ideal email frequency is influenced by industry norms, audience preferences, the nature of the content, and other factors unique to your business.
We typically recommend a bi-weekly or monthly email newsletter to keep your business top of mind (without becoming an annoyance). But that’s not right for every business.
Effective email marketing is less about sticking to a schedule and more about delivering value. Each email should serve a clear purpose, whether it’s sharing insightful information, offering solutions, or updating customers on relevant developments.
For example, our client Bryan Hindman Electric uses multiple applications to communicate with customers regarding job progress and administrative tasks. Each application generates emails to keep customers informed. In their trade-based business, these more regular updates enhance customer service and satisfaction.
Then there’s another client, Financial Solution Advisors. Their monthly client newsletter helps them keep their clients informed about tax deadlines, legislative changes, compliance needs, and accounting tips. We keep the newsletter short(ish) by including short snips of information and linking out to their blog or other publications when appropriate. Recipients have the opportunity to click through to content that’s relevant and beneficial to them.
The right email frequency depends on the purpose of your emails and the expectations of your audience.
5 best practices for better email engagement
1. Let recipients know what to expect
Don’t be shady! Let email subscribers know upfront how many emails they can expect from you. Even better, give them the option to opt in for their preferred email type and/or frequency (an added bonus of doing this is that you’ll also gain valuable insights into what your audience likes).
2. Build relationships through consistent contact
To stay top of mind and build relationships with your audience, we recommended sending consistent, regular emails (exception: emailing just for the sake of it; see #3). Remember, it generally takes a few touchpoints and value-adds before people begin to trust your brand, so stick with it!
3. Prioritize quality over quantity
Adopt a less-is-more philosophy. If an email doesn’t provide tangible value to your audience, it’s better not to send it. Each communication should offer meaningful content that actually makes your audience members’ lives better. If you have nothing of value to say, you don’t have to say anything at all.
4. Segment your audience
Recognize that different segments of your email list have varying needs and preferences. Tailoring email content and frequency based on factors such as demographics, past engagement, and purchase history can lead to more personalized and effective communication.
5. Monitor engagement metrics
Regularly analyze key performance indicators, such as click-through rates and unsubscribe rates. A sudden change in these metrics may signal the need to adjust your email frequency or content strategy.
You may also be interested in: Does Email Marketing Work for Small Businesses?
There is no universal formula for email marketing success
The optimal email frequency and content strategy depend on a thorough understanding of your audience’s preferences and behaviors. Ultimately, whether you’re sending service updates, industry insights, or promotional offers, every email should strengthen your relationship with your audience members. Focus on consistency, relevance, and value, and your emails will always be welcome in their inbox.
For more insights and tips on effective email marketing, explore our blog posts on the topic: Brighter Messaging Email Marketing Tips
And if you need help making your emails work smarter and stay out of the spam folder, we’d love to hear from you!
