One of the most common questions that is asked by many business owners is how often should I email my customers or subscribers.
There is no significant answer to this question because it really depends on your service or product. The best way of finding out what works best for your organisation is by testing your methods and your email campaigns.
The average open rate of e-mails is calculated by taking into account all e-mails that are accepted and read by the recipient. In general, a good open rate is between 15% and 25% for marketing e-mails, and 40% for transactional e-mails.
Outlined below are the different types of email campaigns:
These types of emails work best if you have customers who have signed up for your newsletter. With newsletters there is no rule and they can be sent out at any time, but a good place to start for any business owner is with monthly newsletter e-mails.
Your goal when it comes to monthly emails should be to inform the reader of what is new with you, your company, and in your industry. It is important to keep your subscribers up to date with what’s new, and you should include content such as:
- Sales on your products,
- Upcoming events,
- Top tips,
- Recent blog posts
Emails that are sent out once per month at the exact same time each month can prove to be very effective because it makes it easier for your customers to remember you.
Scheduling emails on a particular date for each month is very important. Anything less than once per month is no longer a regular monthly e-mail and is just a random email sent out to your customers.
Bi-monthly e-mails are the types of emails that are recommended for most businesses. these types of emails are a nice balance between the monthly and weekly email frequency. It may be difficult, however, to come up with relevant content for these e-mails.
If you struggle to come up with content for these types of emails, you should tap into the resources that you have already published such as previous blog posts and press releases.
Weekly emails work best if you are promoting a new product or a special offer. If you set a goal to distribute your e-mails at the same time and on the same day every week, your subscribers will then expect your email at that time every week.
It is important that once this goal has been set, you must stay on top of it. Otherwise, your subscribers will not be satisfied and this will likely result in customers unsubscribing.
On the other hand, you need to ensure that you send emails no more than once per week. While it is true that some companies can have effective daily email campaigns, that frequency is in the minority, and most customers will actually report these emails as spam. Click-through and open rates have been shown to significantly lower when you send e-mails more than once per week.
A daily email marketing campaign will work in your favour if your business or organisation has the ability to send out emails that are valuable, actionable, and relevant, on a daily basis.
It takes a large amount of resources, however to have the ability to make a daily email marketing campaign sustainable. If you notice a drop in e-mail openings or a drop in conversion rates, it is crucial that you reduce the frequency of your emails.
Quarterly emails are not really recommended because there is a good chance your subscribers will have forgotten about you after three months, resulting in it being more likely that they will unsubscribe from your email list.
Also, if you are emailing less frequently, there is a good chance that the email address you are sending emails from will no longer be valid. This results in bounced e-mails, which results in a lot of time being wasted.