GetResponse – Guidelines – and Exceptions – to Email Frequency Best Practices
One of the purposes of this blog is to share email marketing tips with you, but we want to emphasize that every email marketer, business, and customer base is different, so best practices should act as guidelines only when designing your campaigns. This applies doubly to the question of email frequency.
If you do a quick search, you’ll probably end up with a pile of contradictions, so we’ve boiled down what most e-marketing bloggers, analysts and ESPs are recommending, with the ever-present exceptions!
• Send at least 2 emails per month to each subscriber. (What if an exclusive user segment only needs quarterly updates and triggered offerings?).
• Never send more than once every 72 hours. (Sure, but what if there’s breaking news, or a huge number of click-through leads?!)
• Distribute newsletters at least once every quarter. (We think this one’s TOO lenient; monthly is safer if you want to avoid SPAM folders and unsubscribes because they don’t remember you.
You get the gist! The key to getting your frequency right for your subscribers should be based on:
• Subscriber Preferences: Did you offer frequency options when they signed up? If not, try adding it to your online forms to save research time later. Or perhaps they responded to a survey on preferred frequency of emails from your business?
• Subscriber Segments: If they did indicate a preference, you clearly have a “frequency segment”. But more importantly, if a group or segment responds more often on a particular schedule, then toggle campaign frequency to take advantage of that metric. After all, your subscribers are “telling you” by their actions that it’s going to be worth the extra effort.
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