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We’ve all been there – you’re on the train or taking a quick coffee break and you decide to take the opportunity to check your emails. You log on to discover that, in the hour or so since you last checked, your inbox has been assaulted by fifteen or twenty emails – and one or two are even from the same sender. In 2019, email marketing is still an incredibly effective way of reaching your customers – as long as you follow email frequency best practices.
Spamming customers with one email after another is annoying, counterproductive and, quite frankly, just a little bit creepy. Rather than clicking through to your site, your stalked customer is much more likely to click the unsubscribe button. Email marketing is a matter of getting the balance right – and we’ve put together the following guide to help you woo your customers and avoid the digital equivalent of a restraining order.
Decent Proposal. First of all, you need to take a look at your proposition to the customer – and what was promised when they signed up. If your sign up promised a daily email or newsletter then, that’s what you should be delivering – no more, no less. If your customer is expecting one email a day and, that’s what they receive, there’s a good chance of them opening it. Having said that, it may be that you notice a dip in open rates at some point – in which case, it may be a good idea to give the emails a break for a day or two in order to reboot customer interest.
Do away with the waffle. We shouldn’t need to tell you that, when it comes to your email marketing, it’s all about the content; which needs to be interesting and relevant enough to keep your customer interested. Avoid emailing when you have nothing to say and try to stick to customer focused standards with genuine news and real offers. Not only will thoughtful, new content keep your customer away from the unsubscribe button but will also encourage engagement. In terms of email frequency best practices, it’s much better to lower the email frequency of your emailing than to simply regurgitate old or boring content.
Great expectations – Making a firm commitment to providing great quality content which beats others in your field should be at the forefront of your email marketing strategy. By sourcing, developing and delivering great content, you instil in your customer an expectation and anticipation which leads to a higher rate of open and higher rates of engagement. Again, one good quality email every few days is infinitely better than one or two poor ones every day.
Who do you think you’re talking to? Regardless of email frequency best practices, getting to know your customer is a vital aspect of figuring out the frequency of your email marketing. Demographics are king here as your relationship with customers in different countries and cultures can be important; for example, consumers in China have a fairly high tolerance for high frequency emails – much more so that in other territories so it’s fair to say that email frequency best practices are different there. Once again, this is all about – you’ve guessed it – content. If your business operates in a niche market, your customers may well be delighted to hear from you several times a day if you’re sharing interesting content. On the other hand, if you’re taking a scattergun approach with a bunch of salesy messages, you stand a good chance of harming your relationship with the customer in terms of engagement and interaction.
Knowing when to shut up – You may be tempted to keep to a fixed schedule for sending emails, whether you have something to say or not. We’ll let you into a secret; your customer won’t actually mind if your emails arrive in a more random manner – just as long as the message is worth reading Although marketing is, in essence, cyclical, you need to build in some flexibility – you’re not sending out bank statements, you’re creating quality content in order to build a relationship
When it comes to your email marketing strategy, good number crunching is half of the battle. Performance tracking, performance scoring and preference management numbers can all help you to figure out what your customer wants from you. By choosing the most relevant tools and campaign management strategies, you can learn to target the right customer with the right message more frequently.
At the end of the day, your goal is to get your customer to open your emails, read them and engage with them. As a bonus, you’re looking to reach a point where a customer actively looks forward to receiving your mails – which means no stalking, no spamming and no repetition; just good, solid, thoughtful content.