How Many Marketing Emails is Too Many: An Epic Journey Into the Inbox
Ever found yourself wondering just how many marketing emails are too many? Is it like a bag of chips, where one isn’t enough but the entire bag is a stomach ache waiting to happen? Or is it more akin to visits to the dentist – necessary but best kept to a minimum? Let’s embark on a quixotic journey through the murky depths of email frequency. Fasten your seatbelts, dear marketers; we’re about to dive into the world of ‘how many marketing emails is too many.’ Strap in!
Chapter 1: The Not-So-Golden Rule of Email Marketing
Let’s start with a conundrum. There’s this rule of thumb in email marketing that says, “You should send n number of emails per week/month.” But here’s the rub. Just like people, no two inboxes are the same. What works for a business tycoon might not go down so well with a busy mom or a college student. It’s like saying everyone should wear size 9 shoes. Sounds pretty uncomfortable, right?
Chapter 2: Understanding the Art of Moderation
The truth about email marketing is like the truth about most things in life—it’s best practiced in moderation. Imagine going to a party where the host just doesn’t stop talking. It’s all fun and games at first. You’re chuckling at their jokes, munching on the appetizers, and everything is peachy. But after a couple of hours, the incessant chatter grates on your nerves. You start to tune out, and before you know it, you’re dreaming of your quiet couch at home. That’s what it’s like when businesses send too many emails.
Chapter 3: Quantity vs Quality: The Eternal Battle
Consider this scenario: You’re standing in front of two pizzerias. One is offering you ten mediocre slices for a dollar, while the other sells one fantastic, taste-bud-rocking slice for the same price. Which one do you choose? If you have a discerning palate, you’d probably opt for quality over quantity. The same principle applies to email marketing. It’s not about bombarding your customers with countless emails. It’s about providing value with each interaction. An engaging, thoughtfully-crafted email that provides real value to your customers is worth more than a dozen hastily put-together ones.
Chapter 4: The Inbox is a Personal Space (Tread Carefully)
Let’s shift the spotlight to the heart of the matter – the inbox. It’s like the living room of the digital world – personal, comfortable, filled with things (or in this case, messages) that matter to the owner. You, as a marketer, are a guest. Now, would you barge into someone’s living room and yell about your products every few hours? Hopefully not! Be a gracious guest. Be present, but don’t overstay your welcome. The same logic applies to the inbox. Show up, provide value, but know when it’s time to step back. This is especially noticeable when sending cold emails. I’m sure many of you have received a reply back from someone very unhappy at receiving your cold email. I’m sure many will relate.
Chapter 5: The Bitter Taste of Unsubscribes
Ever experienced the gut-wrenching sensation of seeing your subscribers hit the ‘unsubscribe’ button? It’s like watching someone choose another Netflix show over the one you recommended – a blow to the ego, to say the least. The unpleasant truth is that ‘too many emails’ is a common reason people unsubscribe from mailing lists. And every unsubscribe is a missed opportunity for your business. Think of it as the universe’s way of saying, “Maybe you should’ve sent fewer emails, buddy.” Also, this will effect your email deliverability in the future.
Chapter 6: The Science of Email Frequency
Now that we’ve digested the hard truth, it’s time to put on our lab coats and delve into the scientific aspect of email frequency. Studies suggest that most people prefer receiving promotional emails once a week. However, this doesn’t mean that you can’t experiment. Try different frequencies and monitor your open rates, click-through rates, and unsubscribe rates. Remember, you’re not just a marketer; you’re a scientist conducting an experiment in the vast laboratory of email marketing. Every metric is a clue, leading you towards the answer to our million-dollar question: ‘How many marketing emails is too many.’
Chapter 6: The Science of Email Frequency (Part 2)
Let’s plunge deeper into the mysteries of email frequency, shall we? Picture yourself as a detective, and your email statistics are the clues that will lead you to solve the great mystery of ‘how many marketing emails is too many’. You’re like Sherlock Holmes, but in the world of email marketing, and possibly without the deerstalker (though who are we to judge your choice of headgear?).
Start your experiment by setting a baseline, say, two emails a week. This is your ‘control group’, the constant against which you’ll compare the results of your other experiments. After a couple of weeks, take a look at your statistics. What are your open rates, click-through rates, and unsubscribe rates? Are people engaging with your content, or are they scrolling past it?
Now, let the experimenting begin! Try increasing the frequency to three emails a week, but make sure to do this for only a small segment of your audience (after all, we wouldn’t want to scare away all your subscribers at once!). Keep an eye on the same metrics, but also monitor the responses and feedback. Do your subscribers appreciate the extra content, or are they threatening to move to Mars just to escape from your emails?
Let’s take a hypothetical example. Suppose you’re a small insurance firm offering both car and home insurance. Instead of sending two general emails a week to all your subscribers, you could try segmenting your audience based on their interests and sending more targeted emails. This could mean sending two emails about car insurance to those who’ve shown interest in that area and two emails about home insurance to the relevant subscribers. You’re still sending out two emails per subscriber, but you’re delivering more targeted, valuable content. Monitor the reaction to this experiment carefully. Do your open and click-through rates increase because you’re providing more relevant information?
Remember, there are no ‘one size fits all’ answers in email marketing. It’s all about understanding your audience and adjusting your strategies accordingly. Keep experimenting, keep refining, and keep your deerstalker on hand. The solution to the ‘how many marketing emails is too many’ conundrum is out there, and you’re just the detective to find it! You can do it, Sherlock, we have full confidence in you!
Chapter 7: Know Your Audience (They’re the Boss)
At the end of the day, your audience is the boss of you (shocking, right?). They’re the ones who decide whether to open your email or toss it into the dreaded spam folder. They’re the ones who choose to engage with your content… or ignore it. So why not ask them directly? Include a preference center where subscribers can choose how often they want to hear from you. Not only will this empower your subscribers (and make them love you a little more), but it’ll also give you clear insights into the optimal email frequency for your audience.
Chapter 7: The Sweet Spot of Email Frequency (Part 2)
At this point in your detective work, you’ve carried out a couple of tests and experiments, you’ve observed your audience’s behavior, and you’ve gathered some clues. It’s time to narrow down the possibilities and pinpoint the ‘sweet spot’ of email frequency for your subscribers.
Remember that the ‘sweet spot’ might vary depending on the type of email you’re sending. Let’s illustrate this with another hypothetical scenario. Imagine you’re an insurance broker specializing in a range of products: life insurance, car insurance, home insurance, travel insurance, and pet insurance. An avid pet lover who has subscribed to your email list may appreciate weekly tips on pet insurance and pet care, but might not be interested in frequent emails about travel insurance.
In this scenario, it may be worth segmenting your audience based on their insurance preferences and tailoring your email frequency accordingly. This strategy could look like one weekly pet care and insurance email for your pet-loving subscribers, a monthly travel insurance newsletter for your globetrotting clients, a quarterly home insurance update for homeowners, and so on. In this way, you’re sending targeted, relevant content that’s likely to engage your audience without overwhelming them.
Another interesting approach might be to offer a ‘frequency preference’ option to your subscribers. Let them choose how often they’d like to hear from you! After all, in the world of email marketing, the subscriber is king (or queen, or monarch of their choosing!). This might look like a simple tick-box form where they can choose daily, weekly, or monthly emails.
Finally, remember that it’s okay to take your time to find the sweet spot. It may require several experiments, a lot of observation, and a fair bit of patience. However, once you find it, you’ll see a noticeable difference in your engagement rates and, hopefully, your conversion rates too!
Cold Emailing: The Art of the Follow-up
Now, let’s traverse into the frosty yet fruitful territory of cold emailing, where the frequency rules can be slightly different. It’s like switching from chess to checkers. The board may look similar, but the game is entirely different.
First off, the essential fact about cold emailing: it’s not a one-and-done deal. To make a meaningful connection, a series of follow-ups are usually necessary. Yes, you heard it right. You need to do follow-ups, the unsung heroes of email marketing. But before you embark on this icy expedition, remember the golden rule: every email, including follow-ups, should offer value.
A common sequence for cold emailing could be an initial email followed by 2-3 follow-ups spread over a couple of weeks. However, there’s a fine line between being persistent and being annoying. Your follow-ups should be spaced out appropriately, and, of course, they should respect the recipient’s wishes if they’re not interested.
The Initial Cold Email
Your initial email should be short, personalized, and value-driven. You’re not selling your insurance products right away; you’re merely making a connection, highlighting a potential issue they might have, and subtly hinting that you can offer a solution.
First Follow-up: The Reminder
After about 3-5 days, it’s time for your first follow-up. This one should be a gentle reminder of your initial email. You can frame it as a ‘In case you missed this’ message, or offer an additional piece of valuable content or insight to enrich the conversation.
Second Follow-up: The Check-In
If another week goes by with no response, it’s time for the second follow-up. Use this opportunity to check in and ask if they have any questions about your previous emails. Maybe share a relevant case study, or highlight a risk that’s currently in the news and how your services could mitigate it.
Third Follow-up: The Soft Goodbye
If another week goes by without a reply, it’s time for one last email. Frame this as a friendly sign-off. Express your hope to connect in the future, and leave the door open for them to reach out when they’re ready.
Remember, every audience is different, and this sequence and timing might need to be adjusted based on your industry, your specific audience, and your offerings. As always, keep an eye on your analytics, be respectful of your recipients’ time and inbox, and always aim to add value with every email you send.
As always, if you want to discuss anything with us, like, How Many Marketing Emails is Too Many, please feel free to contact us