Email marketing has fast become a buzzword, with everyone touting its capabilities for creating brand awareness, and building a deeper connection with potential and existing customers. While there is no doubt that a great email campaign can do wonders for your marketing, a question that businesses struggle with is: “How much email marketing do I need to do?”
There are two elements of successful email marketing campaigns that need to be taken into consideration when answering that question:
Every business has a different viewpoint on these two elements, and how they coalesce to create successful campaigns. Establishing how many times a marketing campaign / promotion emails should be sent, and whether it should be on a weekly or monthly basis and what are the best time of the day to send these out are some of the considerations.
To really break it down, let’s look at each element separately:
Some interesting statistics to keep in mind as you think about frequency
That last statement is what to keep in mind during your email marketing campaigns.
In order to understand the best frequency for emails (i.e. weekly, monthly, biweekly etc), you need to have benchmarks, metrics, and goals in mind and who you are targeting.
What exactly are you trying to accomplish with your email marketing? Perhaps you want to see more website conversions, or you want to use it as a means of lead generation, or even just create brand awareness. Either way, you need to benchmarks for success, otherwise you have trouble discerning the right frequency.
A good resource to start with is Hubspot’s 5 step test for optimal frequency, especially their tips on segmentation, i.e. pick a small swath of customers to start with, and run different kinds of tests. Having analytics in place to measure success is an absolute must in order to establish the correct frequency, especially as you run different email campaigns across customer segments.
When it comes to timing, consistency is key. Whether you are sending out company updates, or promoting key campaigns, you need to drill down deep to understand optimal times and days to send. Part of this goes back to the frequency point, and running different tests to understand what customers are engaging with best, but after that, it goes deeper.
Keeping a consistent sending schedule is key (i.e. every Wednesday, 2 PM, or every Friday by 11 AM) since it reduces surprises, and customers come to expect your update. Tuesdays tend to be a recommended day, but this is dependent on the nature of your business and when you tend to see more customers. For example, if you have higher traffic on weekends, it might be best to send out an email by Thursday afternoon to keep yourself fresh in customer minds.
However, there is a lot of potential to go deep into the analytics to understand timing. Some considerations can be found here in terms of click-rate analysis, response rates, and other measures. Timing and frequency tend go hand-in-hand, which is why having tests is key. While some companies choose to be random in their timings, that strategy does not yield as much results. Figuring out which day is best for your customers is the first measure, and then you can move on to timing.
Though it might seem like email marketing is too complicated, it is definitely worth the investment in time. As long as you have benchmarks and tools in place to measure responses, you are already well-positioned to improve your email marketing campaigns. With some careful targeting and testing, you can create a powerful email marketing campaigns that new and existing customers alike will look forward to.