balancing the right email frequency

This is the email frequency best practice that’ll make you grow sales

We can all relate to logging onto our email account to find a ton of new messages, some even from the same sender. It’s happened to all of us while we’re commuting or taking a coffee break. In 2022, 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 and counterproductive. Rather than clicking through to your site, your 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 entice your customers and avoid the digital equivalent of a restraining order. 

Improve email frequency best practices with a decent proposal

First, you need to look at your proposition to the customer, and what you promised when they signed up. If your sign up promised a daily email or newsletter, then that’s what you should deliver. 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. Maybe you notice a dip in open rates, 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. 

Source: Sleeknote

Do away with the waffle

Email marketing is all about the content. It needs to be interesting and relevant enough to keep your customers interested. Avoid emailing when you have nothing to say, and try to stick to customer-focused standards with genuine news and actual 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 regurgitate old or boring content. 

Email frequency best practices with Great expectations

You need to make sure that your email marketing strategy focuses on providing quality content that is better than what your competitors are offering. By sourcing, developing and delivering great content, you can instill in your customers an expectation and anticipation which leads to a higher rate of satisfaction. 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 key 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 likely 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. If you’re taking a random approach with a bunch of sales messages, you stand a good chance of harming your relationship with the customer in terms of engagement and interaction. 

Knowing when to shut up

Keeping to a fixed schedule for sending emails may be tempting if you have something important to say. 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 content is interesting. Although marketing is cycle based, 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 

For your email marketing strategy, good number crunching is half of the battle. Performance tracking, performance scoring and preference management numbers can all help you figure out what your customer wants from you. By choosing the right tools and campaign management strategies, you can learn to target the right customer with the right message more frequently.

Your goal is to get your customer to open your emails 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, thoughtful content. 

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About James

James is the founder of Customer Devoted and was previously the managing director of customer engagement agency Ogilvy One and the strategy director for customer loyalty consultancy The Collinson Group.

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