When it comes to email marketing, finding out how often a campaign needs to happen plays an important part in its success or failure. For testing that, we have run an A/B test to find out the best approach for Cold Ad. If you download our Free Do It Yourself Inbound Marketing course, you will enter into our random test. Some prospects get the emails more frequently than the rest. And we monitor the open rate, click through rate and engagement rate based on every persona.
We also monitor compliances:
Too many mails too frequently. I was interested in what you had to say but don’t spam my mailbox for downloading your book.
~ Alok Nimdeo, August 8
Although we have informed our subscribers about the test, sent apologize email and gotten permission for this article, we lost them! We lost those opportunities but we found the best rate to send our email follow ups. Indeed, we reduce the unsubscribe rate and increased the conversion rate.
Email Marketing has Four Types
Timing your campaign requires research, benchmarking and time. There are typically four options when it comes to determining frequency:
1) Monthly Email Campaigns
These campaigns are great for newsletters. It is always a great idea to keep your clients up-to-date with any news, upcoming events, promotions or happenings at your company. Use this type to update them and add some seasonal tips or your latest blog post topics to keep your readers informed and interested.
2) Bi-monthly Email Marketing
If you are selling a product or service, sending bi-monthly will help you tell your clients about the product/service and giving them a well-timed call to action.
3) Weekly Emails
These are best suited for selling products and services as well. Pick a specific day of the week in order to stay consistent. In some industries, like insurance, you should use Mondays and other businesses, like marketing, Fridays are gold.
4) Daily Campaigns
Sending out an email blast each day requires a hefty amount of time and planning. This format of email marketing can be of benefit only if you can track the metrics of your campaigns and keep on top of the views and clicks you get from them.
How to determine your email marketing frequency:
1) Decide on your objective
Knowing what you are trying to accomplish with your campaign will help you find the perfect timing for them. If your objective is to keep clients informed, monthly email marketing campaigns are great but if you are trying to sell a product or service sending out, weekly or bi-monthly will benefit your end goal more.
2) Sample size selection
How big or small your list will be depends on your objective. Find out what size of a sample you’d like to test and create a benchmark accordingly.
3) Establish Metrics
Find out how you will measure the success or failure of your campaign. This will go a long way in helping you determine what to look for in success or failure. Moving forward, you can use these results as a way to benchmark your success and continue the same efforts or change things and avoid failure in the future.
4) Schedule A/B Tests
Like what we did (and we are doing), always test your campaign before going full throttle with it. Create a test list and send out an email blast to clients. Measure how many clicks or site visits result of the marketing campaign and plan accordingly.
5) Measure Results
Analyzing the results of all marketing efforts can help you explain the resources used and help boost site visits and sales, getting you closer to reaching your objective. Business goals should always align with your objectives and efforts must lead to improved your objective.
Email Frequency Issues
No matter what your campaign’s objective is, deciding on frequency can make or break it. In order to find the right frequency, it is wise to know the pros and cons of sending too many and too few emails. Here are a few things to keep in mind that will help you determine what frequency is right for your email campaign.
1) Sending too Many Emails is Spammy!
- Clients will begin to ignore and miss your message
- Clients will think you’re a spammer and they will opt out of your subscriber list
- Your campaign will receive little to no ROI
2) Sending too few emails
- Clients will forget you exist at all (Believe me!)
- Competitors will attract your clients and you’ll lose your customers
- Clients will change their email addresses, leaving your database useless
What Frequency You Will Choose
In the end, deciding how often to send out emails marketing messages comes down to your campaign objective. Knowing your target audience, your business model and objective will all help in determining what frequency is best suited to your campaign. Doing some research and choosing the right template can go along way in figuring this out and planning the perfect marketing campaign.