How Many Marketing Emails Should You Send?

Data shows that email marketing returns $38 for every $1 spent – a 3800% ROI. However, the effectiveness of an email marketing campaign is highly dependent on the frequency of your emails.

Almost 70% of people unsubscribe from mailing lists because of “too many emails.” On the other hand, if you send too few emails, prospective clients will forget about your brand. So, the trick is figuring out how many emails are not too many for your subscribers.

That is the purpose of this article; to help you figure out how many marketing emails you should send.

What Products Do You Sell?

One of the factors that determine how many emails you should send is the nature of your business and the products you sell. Let’s say you provide seasonal products or services, such as air conditioning. You will send more emails in the summer compared to the winter season. If you are a digital marketer, you can send emails as frequently as a few times a week to keep your clients updated and informed.

Consider Industry Norms

How many emails are your competitors sending? And what is their return on investment?

Consider learning from your competitors. However, do not copy their strategy completely as you might have different business objectives and marketing goals.

35 percent of businesses send 3 to 5 emails weekly. If you are just beginning your email marketing campaign, that’s a great place to start. However, if you are already doing that and it is not working, consider decreasing to once a week. Also, consider changing the type of emails you are sending. Most people do not want to be bombarded with promotional emails.

Look at Your Email Analytics

The reasons why your email marketing campaign is failing are in the data. Email analytics tools will provide you with data such as how often your emails get opened (open rates), how often subscribers click on links in your emails (click-through-rates), and the conversion rates.

The response to emails also tells you the effectiveness of your email marketing campaigns. All these data can help you determine whether to increase or decrease the frequency of your emails. More importantly, it helps you learn the types of emails that are performing well.

Segment Your Email List

Different customers are at different stages in the sales funnel, have varying interests, and unique interaction history with your business. A new prospect would want to learn more about your business and products. However, a returning customer already knows that and would probably prefer updates. Therefore, it is important to segment your list to send emails that are more targeted.

You should also further segment your list depending on the preferred frequency of emails.

Allow Your Subscribers to Choose the Frequency of Emails

Allowing subscribers to choose the number of emails they want to receive significantly reduces the disengagement rate. Include a subscription preference option where people can choose how often to receive emails. It could be a few times a week, weekly, or monthly.

Including this option lets your subscribers know that you respect them and care about their needs, which is fundamental in building a good business-client relationship. It also helps with email list segmentation.

Under the subscription preferences, you should also consider allowing customers to choose the types of emails they want to receive.

Promote Your Products Organically

Your subscribers will disengage if all you send are emails that look like ads. The purpose of email marketing is to increase sales. However, your emails should demonstrate the value of your products organically.

But how can you promote your products organically?

• Interesting blog posts

Send your subscribers interesting and informative blog content that will answer their most pressing questions related to your products. If the subject line of your email promises to answer a question or provide valuable information, subscribers are more likely to open and even visit your website.

• Testimonials and customer stories

Prospective customers want to see that your products are providing value to other real customers. Testimonials and customer stories provide your subscribers with reasons why they should use your products. They are credible and effective since they are from other users, not you, the owner of the products.

Video testimonials provide the best value compared to written testimonials.

• Updates

Have you recently launched a new product? Did you just update your website? Are there any new developments in your industry? Write emails about such updates and conclude them with a compelling CTA for best results.

Wrapping Up

There is no magic formula to email frequency. However, there are email marketing best practices, analytics, and factors such as the nature of your business, that will help you determine the ideal number of emails to send to your list.

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