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Email Frequency: Why Quality Trumps Quantity

Posted by Chris Winter on Jul 21, 2015 4:20:00 PM

Email Frequency: Quality over Quantity

How often do you send emails to your subscribers? Messaging frequency is an area that can make or break an email marketer’s relationship with their subscribers. According to a study from TechnologyAdvice entitled, “What Consumers Want from Marketing Emails”, 43% of marketing email readers say they would like businesses to send email to them less frequently. However, every company has their own sending frequency sweet spot and the best way to determine that ideal email frequency is to test.

According to a report from eMarketer, more than 52% of small businesses worldwide send email marketing campaigns on a weekly basis, and of these businesses almost 17% of them send emails daily. This appears to be in line with customers’ preferred email cadence. According to a study by MarketingSherpa, 86% of customers would like to receive promo emails at least monthly while, 15% would like to receive promotional emails every day.

Email Frequency

One size (or frequency) does not fit all. “You have to see where the threshold is,” says Zach Watson, author of the TechnologyAdvice study's report. Watson recommends refraining from rushing to click send. Instead, marketers should take time to analyze the research they've done on their consumers by getting a better grasp of their personas and needs. As Watson puts it, “You need to be diligent upfront, have a detailed strategy, and then move toward execution.”

If you plan to send your subscribers emails on a daily or even weekly basis, you need to ensure the quality and relevancy of your messages. Relevancy may just be the single most important factor when it comes to successful email marketing. ExactTarget conducted a survey that was aimed at uncovering the main reasons people opt-out. This survey discovered that more than 90% of consumers unsubscribe, “unlike,” or stop following brands because of too frequent, irrelevant, or boring communications.

This emphasizes the importance of segmentation. If you’re sending daily emails to people who only want monthly emails, they are likely to unsubscribe or mark your email as spam. One of the best ways to learn more about your customers’ needs and wants is through the implementation of a preference centre. Preference centres are personalised email registration web pages for email subscribers. They act as membership pages that let readers manage their email subscriptions, demographic information, and interests. By sending subscribers who click “unsubscribe” to a preference page, you may be able to retain a subscriber by allowing them to tell you what they really want. This should include options to receive less frequent emails or to only receive emails on a specific topic.

As a rule of thumb, messaging that is customer (“me”) focused performs better. Giving your subscribers control over the frequency of messaging they receive, as well as the content topic, can go a long way towards increasing engagement.

Topics: Email Best Practices, Email Frequency, email engagement, Email Marketing

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