You’ve evaluated your marketing emails. You’ve applied concepts of color theory and psychology to make your messages look and sound great. You’ve implemented the double opt-in, and have thoroughly segmented your list. Now you’re ready to send your next email campaign.
Before you start sending your subscribers your highly targeted, expertly constructed emails, stop and ask yourself one more important question: How often should you send campaigns?
There’s no right answer. According to the American Psychological Association, while exposure effect has been researched quite a bit, “surprisingly little is known about the attitudinal and cognitive effects of message repetition.”
Email campaign frequency depends on numerous factors, including your vertical, the time of year (seasons/holidays), market fluctuations, special deals, and product popularity, to name just a few. It’s up to you to test your campaigns to learn what your audience prefers, from frequency to day and time of day, and find out how each factor affects your ability to reach your goals.
The goals for your email marketing campaigns rely on what you want to do — sell, educate, and share, for example. When it comes to how often to send your campaigns, the key may be to focus on what you don’t want to do. And you don’t want to contribute to anyone’s stress.
The more often you email your subscribers, the higher the risk that your emails will remain unopened. Competition for inbox attention is at an all-time high, but that doesn’t mean the answer is to be there more often. In fact, the more emails your subscribers receive from you, the easier they’ll be to ignore.
Apply another marketing tactic: scarcity. Send emails when it’s warranted, when you truly have something of value to offer, or when it’s important and you have crucial information to share. But an email once a day about the same offer? Five emails in one week that don’t really say much or make a difference for your subscribers? You’ll undo the foundation of respect you initially laid out, and damage your relationship.