Email Marketing Frequency

How often are you sending email marketing campaigns to your subscribed audience?

Striking the right balance between keeping your audience engaged and overwhelming them with excessive emails can be challenging.

Determining the optimal frequency of email campaigns is crucial for maximising engagement, avoiding subscriber fatigue and ensuring the success of your email marketing efforts.

We’ve got some tips and tricks to help boost your open rates, improve click rates, and help avoid losing subscribers. Let’s get into it…

Understanding email marketing subscriber preferences

When it comes to email marketing frequency, it’s essential to consider your target audience’s preferences and behaviours. Segmenting your email list based on factors such as demographics, interests and engagement levels can help you tailor your communication strategy to meet the unique needs of each subscriber group.

Additionally, gathering feedback from subscribers through surveys or other means can provide valuable insights into their preferred frequency and content preferences.

If you notice that people are opening your email campaigns less, maybe it’s time to create fewer, more concise and valuable campaigns that offer more to your audience.

Industry best practices for email marketing

While there are no one-size-fits-all rules, industry experts generally recommend sending promotional emails no more than once or twice a week for most businesses. This could mean sending an event campaign mailer alongside your monthly newsletter one week and sending a webinar reminder email the next. The more variation in your campaigns the better.

Attention spans are short, and studies show that they will only get shorter, so long, repetitive emails will not perform well.

However, the ideal frequency can vary depending on factors such as your business type, campaign objectives and the subscriber’s lifecycle stage.Regular testing and analysing campaign performance metrics can help you optimise your email frequency and ensure you’re striking the right balance.

If you’re interested in email campaigns and the benefit they can have on your business, let’s chat.

Signs of email marketing fatigue

If you bombard your subscribers with too many emails, they may start exhibiting signs of fatigue. Common indicators include declining open rates, increased unsubscribe rates, and decreased engagement (such as fewer clicks or conversions).

Ignoring these warning signs can damage your brand reputation and potentially lead to deliverability issues, as email service providers may flag your emails as spam. The email you are sending your campaigns from must be verified.

Strategies for finding the right balance

To find the sweet spot for your email marketing frequency, consider gradually increasing or decreasing the frequency based on subscriber engagement and preferences.

Implementing an email preference centre can also empower subscribers to control the frequency and content of emails they receive.

Incorporating triggered campaigns, such as welcome series, abandoned cart reminders, or thank you mailers, can supplement your regular promotional emails while providing value to subscribers.

Personalisation and relevance

Delivering highly relevant and personalised content is key to mitigating the risk of subscriber fatigue. Personalisation ensures that each email provides value to the recipient, making them more likely to engage with your content and less likely to perceive it as spam.

Techniques like dynamic content blocks, user preference tracking and behavioural data integration, can help you tailor your email content to each subscriber’s interests.