too much

The burning question: What is the best frequency for email marketing?

This is a tough one, which raises a lot of debate among email marketers.

You don’t want to ‘over-mail’ and likewise you don’t want to ‘under-mail’ your potential customers. Mailing too much could lead to your audience feeling as though they are being spammed, but not mailing enough could cause a lost sale and the chance of a potential client not being aware of your business.

But above all…

…you need to send RELEVANT emails.

When it comes to B2B email marketing, you need to be sparser in your frequency, as opposed to B2C which has a little more leeway whereby you can market on a more regular basis.

The main point here is to make sure that your emails are relevant to your audience. Irrelevant emails are the ones that can damage your brand and lead to an increase of unsubscribers.

So, back to the question of frequency. Does it really matter?

No. Not as much as you think.

I am not encouraging you to send an abundance of emails, because quite frankly, we all know that it’s annoying.

Instead of focusing on quantity, aim on focusing on quality. This being said, it is much more effective to send ‘regular’ emails, with quality content – offers, news, something for free – rather than send ‘regular’ emails with absolutely no value.

You may have a group of receivers who respond to all your frequent emails, and others who tune out and unsubscribe. You need to work around your audience and find what works for your brand.

Review your reports; see what is working and what is not. More than 80% of email marketers send the same content to ALL subscribers*; so you need to analyse YOUR customer activity.

Here are some ways to try and solve your email frequency dilemma:

Split them up:

With 91% of consumers reporting that they check their emails at least once a day**, if you are just starting off, it may be good to send a daily engagement email for your consumer to be aware of your brand. From there, you can test the response of your customers and gather data for segmentation.

One size does not fit all in email marketing. If you are seeing a low open rate pattern of a particular segment, then decrease frequency.

Give them the choice:

Give your customers the choice as to how often they want to receive emails from you. You can try this through your optin page, or as a survey asking how often they like to receive information from your company. This is another way you can segment your database.

Wake them up:

If you are witnessing inactive leads, then maybe it is time to up your frequency with a re-engagement campaign, offering them something to get them back on board.

All in all, finding your perfect frequency can be tricky. You need to thoroughly analyse how your database is reacting to your current frequency and tweak it accordingly.

You should be sending enough emails to stay top of mind, but not too many that you become unwanted in their inbox. And always remember… quality above all.

As a business, you are aware that the power of email marketing is endless. But how about those on the receiving end, who are not only receiving emails from YOUR company, but from a handful of others too?

So, as I previously mentioned, if you are to send frequent emails, make sure they contain something of interest to your readers. If you shake a tree enough, you will eventually have some low hanging fruit ready to fall into your basket. This is the same for email marketing, keep giving until you receive.

*Experian. **ExactTarget.

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