The attendees at my email marketing workshops never look happy when I suggest they should increase their email marketing volume. But when they see the results from more-regular campaigns — it’s hard to wipe the smiles off their faces.
Too many marketers are hung up on the idea that email marketing is something they should be doing once per month and that any more will drive their subscribers away in droves.
They are wrong.
How much is too much?
There is a very simple answer to this.
If you continue to send dull, disengaging, untargeted campaigns, then a single email is one too many. This is because once you have persuaded your subscribers that your campaigns offer little or no value, you will find it incredibly hard to win their future opens, even if they do remain subscribers. Inactive subscribers cost money and can potentially damage your reputation.
Alternatively, if you send highly targeted emails that consistently provide real value to your subscribers, there is really no limit to the number of campaigns you can send.
Segmenting your email marketing lists will also help you increase the number of emails you can send in any given month without flooding your subscribers’ inboxes.
A regular flow of emails to the various segments of your list should ensure a steady flow of orders or inquiries into your business. This is a much better approach than the feast or famine strategy encouraged by a once-a-month assault on your entire list.
Could you increase the number of strategic email marketing sends to your lists? Share your comments below.
This abridged post first appeared on the iContact Email Marketing Blog.