How often should you email your subscribers?
This is a common question among many marketers who use email marketing. While you want to keep your subscribers engaged, you do not want to give off that needy vibe. Also, you do not want your emails to get lost in the inbox.
How often your subscribers want to receive your emails depends on several factors, including the type of audience that makes up your email list, the kind of content you are sending, and the time of the year.
Most times, marketers play a guessing game with email campaigns. They send daily emails, weekly digests, and responses to purchases with no strategic frequency plan. And, this stab-in-the-dark strategy results in disengaged customers.
Research shows that email subscribers prefer different emails at different frequencies. Instead of blasting out emails to your subscribers, it is essential to understand the benefits of each frequency type and look closely at your subscribers’ preferences.
Establishing the best frequency for your business can be the difference between customer loyalty and the trash bin.
So, should you give subscribers the option to receive daily emails or weekly digests? Let us look at both options.
Delivering Daily Emails
Just like newspapers, daily emails should deliver exciting content with relevant updates. These emails should be time-sensitive, and they should incentivize subscribers to act quickly. For example, you can use daily emails to highlight weekend sales that last for 2-3 days only.
However, do leverage daily emails cautiously because too many of these quick emails can feel repetitive. For customers, too much repetition can discourage engagement and purchases.
For instance, if you are one of the 90% of email users that check their inbox daily, you probably know a brand that emails you too often. Chances are that you delete many of these emails without reading them. Click here for more information.
While daily emails are a powerful engagement tool and lead to immediate customer actions, it is crucial to find the right balance between engagement and annoyance.
Weekly Digest Subscription Options
Attention-grabbing daily emails are valuable, especially when you are starting an email marketing campaign. However, you will want to transition to a weekly email subscription program. Weekly emails are perfect for promoting extended products and weekly deals.
You don’t have to bully your audience into purchasing. Weekly emails work as well as daily emails because they are opened promptly. Over 74% of weekly email opens occur within the first 24 hours of subscribers receiving them. Click here for more information.
You can capitalize on the need to open with a targeted focus on a specific goal or product. Here, it is wise to focus on subject lines as they improve open rates. So, subject line testing is the first step towards creating engaging content.
While knowing how often to send your emails can boost your email campaigns, it is just a foot in the door. Creating high-quality and valuable content encourages consumers to engage and convert. Therefore, to drive more sales with your email marketing campaigns, ask yourself, “Can a single weekly email persuade my subscribers to buy?” If not, refine your content or frequency to produce better results and generate more sales.
Just like absent email campaigns can lose subscribers via disengagement, heavy-handed emails can also lose subscribers by bombarding them with too much. Thus, the best email strategy is a combination of daily and weekly emails. Finding the sweet spot for your brand is essential in achieving great results.