Understanding Optimal Frequency can Improve your Email Marketing

According to a TechnologyAdvice survey, 45.8% of subscribers consider business emails as spam when they perceive they are emailed too often. It was also the most cited reason as recommendations of how businesses could improve their email efforts at 43.9%. Ignoring the importance of the frequency of your email campaign can have a devastating loss on your business through loss of subscribers and consequently potential customers. Campaign Monitor determined that two weeks seems to be the optimal frequency to send email marketing materials without having a negative impact on a company’s subscriber base.

The ideal frequency for your company may differ from the norm. You have to know your subscriber base and their preferences. Here are some tips for optimizing the frequency of sending email marketing campaigns to your subscriber list.

1. Don’t Send Everything to Everyone

Know your audience. If you’re having a sale on men’s razors, you don’t need to send them to every person on your list. Tailor your marketing campaigns to the relevant people on your database.

2. When in Doubt, Just Ask

Include a page on your website that allows subscribers to select their preferred frequency of receiving marketing emails. Having a place where subscribers can let you know how they feel will save you the effort of having to guess.

3. Trial and Error

While two weeks is the optimal frequency found for the average email marketing campaign, this may or may not apply to your subscriber base. Vary your frequency in sending marketing campaigns and monitor the results until you find a frequency that works for your subscriber base.

There is plenty of data out there supporting various optimal email frequencies. When it comes down to it, the most effective frequency is the one that works for your subscriber base.