As we have already discussed in our previous blog that Email Marketing segmentation has huge potential under the umbrella.
Have you ever wonder, how frequent you should send emails to the people?
|The number of emails you send largely depends on what you’re offering to your customers, their behavior and most important their specific needs.|
For example: If you’re selling Heat Blower, you would be sending more emails in the winters than in summers. But if you are running a software company, then you will be sending emails on every update irrespective of the climate factor.
Obviously, there is no one right answer for how often you should email. Each company will have a unique Email frequency that works for them.
|HubSpot reported that 78% of consumers will unsubscribe when a brand sends too many emails, but how can a brand determine how much is too much?|
Email Frequency is nothing but a right timing for sending the Email to your Target Audience with respect to their behavior, their need, and the nature of their business.
After reading this blog you will be able to answer this question that How often you should knock your customer’s inbox with a perfect email.
We are also bringing the varying email series to take customer perspective into consideration.
Let’s get started…
A Marketer’s Standpoint on Send Frequency
You know the need of reaching out to the people but, you should make sure they are not feeling bored with your emails if the customers are varying, so emails do.
People really hate receiving promotional emails, newsletters, unless they have a subscription to a service. But still going, However, one major factor that impacts how someone feels about receiving an email is the timing, Email Frequency.
Increasing Information abundance and attention scarcity – and the pace of information creation is accelerating.
According to IBM, we now create 2.5 quintillion bytes of data each day — so much that 90% of the data in the world today has been created in the last two years alone.
According to the 2015 National Client Email report by the Direct Marketing Association, the following chart covers the Email frequency for 2014 among marketers from various company types and sizes as well as geographic locations. The research was done by DMA (Direct Mail Association) shows:
- 19% of marketers send a maximum of one message per month
- 35% of marketers send 2 to 3 emails per month
- 21% of marketers send 4 to 5 emails per month
- 9% of marketers send 6 to 8 emails per month
Based on the aforementioned figures, the majority of marketers (54 percent) send out 1-3 emails a month. This report emphasizes how Email frequency play important role in email marketing strategy.
|You can also read a blog on Email Marketing: The Right message to the Right person at the Right time|
Customer’s Standpoint on Send frequency
Before hitting the send button, think twice “ Is he the right one for this? ” Let’s take a look at how email frequencies are linked with customer Segmentation.
Nowadays, marketers are opting countless strategies to counter the backstrokes of the marketing thrillers.
The term Marketing Automation is no more unfamiliar because that freaking competition leads to building new ideas and so as marketers are looking for active filters therapy, so as to build a smaller but effective email list to excel in the sky of marketing.
|Also, Read our blog on Marketing Automation|
Customers are all distinguished from each other once they come in sales-life cycle. Certain customers come to you on a weekly, monthly, yearly, or quarterly basis or perhaps they are one-timers. Also, segmentation can be on the basis of their interests, need, sometimes nature of work.
|Read my Blog on How to transform your emails from basic to best using Email Marketing Segmentation to find your targeted customer.|
Customers are distributed in accordance with the purchasing interest, buying frequency, past purchases, job function, industry, or change in content re-engagement level. However, the marketing methodology depends on how frequently customers are contacted with appropriate email type.
Best performing days of the week
Researchers show that the most undisputed day to send emails is Tuesday. Several studies performed by co-schedule says Days standing best are Thursday followed by Wednesday. Many prefer Monday to be the day for them.
What made them come to this? Well, When a person opens his mailbox after a weekend he gets a pile of emails in his inbox which creates a lot of hassle for him/her to get them handled in a day and make his in-box lighter road to make way for another one. The next day of the week would be perfect because he will have clear land to plow.
How frequent should the customers get contacted?
Let’s Burst into TIERS
TIER-1 (Lead generation & Building Interest)
The prospects are those people who will who are not actual buyers but represent the actual potential value. In fact, highly qualified prospects are particularly important. Marketers treat them as initial customers, so what kind of emails should be sent to these people?
Turning Prospects into first-time buyers:
- Welcome email series
- Abandoned cart campaign (Check it out HubSpot Abandoned Cart Recovery)
- Drip email campaign
- Re-targeting ads across display networks and on social media
Current Clients and The First Time Buyers
Customers move to this stage after making their first purchase. If the product meets expectations and remains above the quality cut off.
The customer will continue to purchase products from your store as long he is getting attractive offers from you and new product recommendations as well. If the First Purchase does not meet client’s expectation level, then he/she will stop purchasing and defect.
You should make your customers updated With all new Products of your brand because your Goal is to Cross-Sell new products to your new and existing clients.
These first-time buyers will get a turn to repeat customers through email series:
Email 1 – The welcome email. (On Purchase)
Email 2 – Is everything ok? (send 3 days later)
Email 3 – Did your product arrive? (2 days after the product should have arrived)
Email 4 – Request a product review. (3 days later)
Email 5 – Time-Sensitive Promotion. (4 days later)
Create a time-sensitive promotion that relates to their interests. An example is a discount on the same category of items that they bought in the week before.
Email 6 – Time-Sensitive Promotion. (1 day later)
Follow-up on your promotion. Remind them of the time limit (ie. 24 hours left)
Tier-3 (Spreading trust)
The Repeat buyers
New customers from their first purchase to their second can be a hurdle. But, these customers are more likely to buy in comparison to first-time buyers. Although, one or more purchases indicates trust and satisfaction level of the customers.
Investing in customer retention is clearly a worthwhile endeavor. But once you’ve decided to make the investment, what concrete actions can you take to turn one-time buyers into repeat buyers?
Spread words of your achievements through your Email Newsletters.
Keep Repeat Customers active ( In other words, move Repeat Customers to Active Repeat Customers)
Email 1 – The welcome email (On Purchase)
Email 2 – Product review and check in (2 days after the product should have arrived)
Send an email for product review 2 days after the arrival of the product.
Email 3 – Related product offer (4 days later)
Send a related product offer (ie. people who bought this also bought). If you can’t do specific products, offer something in the same category. Make it time sensitive (48 hours only). It doesn’t have to be a discount.
Email 4 – Follow-up on related product offer (1 day later)
This is a simple reminder email so people don’t forget your offer.
Tier-4 (keeping In Touch)
Past Clients and At-Risk Customers
We considered the most serious, and potentially impactful, of these to be customers to be those “at risk.” These customers have a proven high probability of defection.
The most effective way to regain these customers is Interaction. Losing the interaction with your customer may result in losing him/her.
Send emails with some useful downloadable content and some links. Let your customers compare your product with the similar products available in the market and make them reach a single option that’s yours obviously.
Reviving At-Risk Customers back to Repeat ones through these emails
Re-Engagement Email Series
Email 1 – Anniversary emails
Email 2 – We’ve missed you
Often includes a cute cat or dog with a sad face, some supporting copy to generate some sympathy and links to cool products (a small discount works great here).
Email 3- Big discount
If they still haven’t responded, it’s time to bring out your biggest gun. In other words, what’s the best, biggest, most awesome offer you can give them? 20% off? 50% off? 90% off? Maybe a bundle? Think. Make them an offer they can’t refuse.
Email 4 – You will delete in X days
Kindly inform subscribers that they will be deleted in 7 days if they don’t respond or make a purchase. Remind them of the crazy awesome offer you made in the last email.
Email 5 – You have been unsubscribed
Let subscribers know that they have been unsubscribed. Remind them of the crazy awesome offer again, and give them a link where they can re-subscribe to your email list.
Tier-5 (We want you back)
The question thus becomes one of keeping these customers engaged and specifically re-engaging customers that have already become inactive.
Win-back lost Customers
- Win-back campaign
- Anniversary emails
- “How can we help?” questionnaires
- Big company announcements
- Retargeting ads across display networks and on social media
- Direct mail catalogs, coupons or free product samples
Risks and Opportunities
This article is definitely gonna help you to understand what should be the right Email frequency of sending the mail to your clients. But at the same time go through the associated risk and opportunities with this.
If a number of emails are less:
- Rarely sending mails to your clients may affect you and your brand reputation. Email consistency and Email frequency should be maintained in order to be safe and build the online reputation as well.
- If you are too much cautious with your emails and sending promotional emails to your customers, you are missing a huge opportunity to sell more.
- The more emails you send to your clients, more visible will be your brand, even if they are not opening your emails it stays in their mind.
- Your subscribers will get lost if you lose the connection.
If the emails are too frequent:
- If you are sending same promotional emails with same offers to your clients, they will unsubscribe you and Report you as spam.
- Make sure your emails are providing right value to your subscribers.
- For more frequent communication, you need content, generating quality content is very time-consuming.
- If you send too many emails, customers will unsubscribe from your email newsletter. After they opt out, you lose permission to market them via email.
Sending emails and getting the response is a complete game of gamble. So the question comes what should be the right email frequency with which one can assure that his/her email will get responded back.
Technology has solved that problem to a great extent, Tools are available in a market to make this entire process automated and hassle-free.
Several big brands like HubSpot, MailChimp, Mautic has taken several steps in this direction, hence it has become super easy to set your chair back and relax and let the software do your work.
Relieve your work with Some of the Best Email Marketing Tools available
- The Right Email frequency is established when you are correctly identifying your customer. Check your collected users’ data and Automated Workflows for optimized results.
- Through HubSpot Abandoned Cart Recovery, you may also send emails to your customers or users by influencing them with exciting coupon codes who have abandoned their cart.
- Marketers are getting smarter choices with best Automation Strategies that will keep your customers engaged. Increase sales, send them Automated Emails.
- Marketers are gelling their marketing skills with the extensions that automatically create list, groups, contact properties and workflows that save time and provides a customized HubSpot for Online Stores like WooCommerce.
- Tools like HubSpot Coupon Code helps to generate dynamic coupons for store customers. Some Easily Map Contact Properties of HubSpot with the WordPress users’ fields.
- Managing and focusing on contacts with More Driven Revenue is now easier for the salespeople.
Wrapping up with…
You cannot send emails whenever you feel like but at the best time when your customer can positively acknowledge it and revert you back with a thumbs-up reaction.
Here are a few examples of when it might be appropriate to send a marketing email:
You’ll find the perfect balance of sending at the right Email frequency and avoiding email crowd.
Stats and Research are great. But what works best for you, will standout best among rest.