If You Think You’re Sending Too Many Marketing Emails — Think Again

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Image by Simeon Jacobson on Unsplash

One of the most common objections my clients raise when I suggest that they should be sending more marketing emails is that they don’t want to annoy their subscribers. Some even suggest that if they increase the frequency of their sends, their subscribers might view them as spammers.

Let’s get one thing straight: If you have built your email marketing list with the explicit permission of your subscribers (a vital post-GPDR strategy), offer them the opportunity to unsubscribe at any time, and only ever send targeted and engaging emails, you’re a million miles away from being a spammer.

Value Your Subscribers

I would also argue that as a subscriber, I would have only offered you my email address as a point of contact and ticked the little box stating that I was offering my explicit permission to receive your emails if I actually wanted to receive your emails. In fact, if I went through this process and you didn’t send me regular communications, I’d probably think you didn’t care about me.

The fact is, most small businesses aren’t sending nearly as many emails as they should be, and those that are, often do a horrible job of it — which might explain their poor engagement rates.

This probably has something to do with phrases like “monthly newsletter” still being bandied about the office. As we all (should) know, the monthly newsletter isn’t a marketing strategy, it’s an afterthought. So perhaps it’s time you “killed” your monthly email marketing newsletter — or at the very least, supplemented it with some more useful sends.

Send More, Sell More

If you’re looking for a reason to send more emails, you should look toward the email best practices adopted by many larger organizations (typically businesses employing more than 500 people).

According to a recent survey, 52 percent of larger businesses send email campaigns out every day, compared to just 21 percent of smaller organizations.

You have to ask the question: How did these businesses get so big? Could a more aggressive email marketing strategy have helped them along the way?

Small Business Opportunities

But what about much smaller businesses? Even the sub-500-employee organizations might look like giants to many of the small and micro-business clients we enjoy working with here at iContact. How do they find the time to up their email marketing game and send more campaigns?

The answer is simple: marketing automation.

Thanks to marketing automation technology like iContact Pro, the same powerful systems used by larger firms to send the right message to the right person at the right time are available to smaller business users at the right price.

Yes, there is some upfront investment (more time than cash) required in creating automated campaigns, but once they are set up, the software allows you the freedom to take your eye off the ball and get on with running your business.

iContact Pro is free to try for 30 days (no credit card required), and we’ll hold your hand while you set up and launch your first campaigns.

Thanks to marketing automation, even the smallest of businesses can play big. What’s your excuse for not sending more emails? Share your comments below:

This post first appeared on the iContact Email Marketing Blog.

Written by

Marketing Strategist, Author of #BecomingTHEExpert, Content Marketing Trainer, and Cyclist. Check out my author profile: https://amzn.to/2OO5DR5

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