One of the most common concerns small business marketers have about email marketing revolves around the frequency of sends. I’m constantly told by my clients that they don’t want to annoy their subscribers by sending too many emails. But just how many is too many?
Less or More?
There is a really simple “rule of thumb” answer to this question.
The moment you find yourself sending untargeted, irrelevant or just plain boring emails is the moment you are sending too many emails. However, if your subscribers always find value in your emails, meaning they are always relevant, useful and engaging, you could probably do with sending more.
There is absolutely no reason why your business shouldn’t look at email marketing as an everyday occurrence. In fact, if your business relies on an ongoing lead generation program to fuel its growth, email marketing (or a more advanced marketing automation strategy) should never be relegated to something you do once a month.
However, there are many other reasons why your business should consider sending more emails.
Here are four examples of businesses that could send an email every day to their clients. How could your business adopt a similar strategy?
- The Publisher: Whether you run a magazine, newspaper or online publication, a daily email offering the latest breaking news will keep your subscribers coming back to your website time and time again. As well as providing the latest news, your daily email also provides a new commercial platform where you can sell advertising. Note: I cut my teeth in the publishing business. My first step toward email marketing began when I launched a daily email news update for a weekly newspaper — essentially turning a weekly publication into a daily operation. I sent the emails out every morning before 9 a.m., which meant many of my subscribers started their day with my updates. Within weeks of launch, my newsletter had attracted a number of advertisers. Thanks to its low production costs (basically my time), the newsletter was not only useful to my subscribers but was also incredibly profitable.
- The Wholesaler: A daily email to your subscribers is incredibly useful if (a) prices change regularly or (b) new items come into stock every day. I’ve worked with marketers in both scenarios. A fresh fish merchant would update his clients about the latest prices direct from the dock — ensuring his clients had access to the freshest product at the right price. Similarly, a sports apparel wholesaler informed his subscribers of his latest deals before they even reached his warehouse — meaning stock would be sent out to clients as soon as it came in.
- The Recruitment Agency: When your subscribers are looking for a new role, they cannot have too many job leads. Because looking for work can be incredibly hard work itself (not to mention potentially very stressful), a daily email is not only useful, it may even give your subscribers the lift they require to make a positive career move.
- The Real Estate Agent: Similar to the wholesaler and the recruitment agency, real estate agents have access to incredibly desirable products, which can be flipped quickly if the right people are sent the right information at the right time. In especially competitive markets like New York, London or Gibraltar, properties don’t stay on the market for too long, so the quicker you market them, the more likely that sale will be yours.
Easy Come, Easy Go, Easy Come Back Again
With all of the above models, it’s important to enable your subscribers to be able to opt in and opt out of your sends easily. A lost subscriber shouldn’t be seen as a defeat — it just means they may no longer be in the market for your particular product or service anymore. This is especially true if you’ve just helped them find a new job or dream home.
In such cases, it’s always a good idea to offer alternative newsletters. For example, a homeowner might appreciate a monthly send highlighting the value of properties in the area in which they have just purchased, or a job seeker might appreciate a less frequent send highlighting new opportunities. This will help draw them back into the more frequent sends should their circumstances change.
Could you send more emails? Share your comments below:
This abridged post first appeared on the iContact Email Marketing Blog.