The frequency of email doesn't matter provided you add value to your recipients.
The error that most businesses make is that they send too many emails with offers and deals on buying stuff. They have no bloody clue about how to build a relationship with a customer. They just want to shortcut to the sale.
In my world (ecommerce), I speak with store owners who send an email out every 2 weeks just so they can tick a box saying they did it. No strategy behind it or reason other than to capture some sales. They also have no idea whether it worked or not unless they saw some sales come in.
Email is a tool for building relationships. When somebody subscribes to your list they have given you their permission to talk to and to build a relationship with them because they are interested in what you do or what you sell.
You need to treat that permission with respect and give them continuous value to return. You shouldn't just lump them with the others on your list. You should keep them separate and guide them through an education about how you can solve their problems, remove their pain with your products, how your business is different, why you created your products and services, etc., etc.
You don't marry someone on a first date so why would they buy from you on the first email?
To get people to buy from you, you need to add value to their lives. You need to prove to them that they need you in their inbox before they buy from you. If you can do that, the sales will roll in after.
The best way to do this is through a marketing funnel. Every company should be using a very basic marketing funnel (a series of time delayed emails) that guides a new sign-up or customer through this process.
An example welcome funnel could be:
1. (Send Immediately) Welcome on board. We're honoured to have you on board, this is what we're all about and this is how we will help you. Here's a 10% code in case you see something you like.
2. (3 Days later) Did you know X,Y, Z? Here's what our customers say about us.
3. (7 days later) Here's 2 of our best-selling products and how we made them. Watch out video.
4. (3 days later) Have you visited our Facebook or Instagram yet? Maybe Twitter? We'd love to hear how we can help.
5. (7 days later) Here's a little bonus for you. 20% off your next order.
6. (7 days later) Email focused on one product. Watch the video.
7. (7 days later) Why not tell your friends? Do it and get a free x.
....... you can add more to this funnel but that kind of softly, softly approach works and can be set up for
free on a platform like Mailchimp.
I recently did this for a client and now he's earning an extra £2k a month on autopilot.
Collect data anywhere you can on your site and then set up a marketing funnel. Once it's set up then it can run forever. Collect more data from visitors, your funnel will get bigger and your sales will grow.
The example above is just a welcome funnel. You can even set up a separate a funnel based on a product purchased where you can teach people how to get the best use of it.
When was the last time a company send you an email to help you use a product you've already bought? Information on hacks, tips and advanced features would take your customer loyalty points through the roof. You just need to be bothered to do it.
As for the people on your existing list, you should segment these out in to groups and target them accordingly with specific offers. No customer is the same but you can put them into similar groups.
For example:
- Top 50 Spenders - Treat them like royalty with exclusive content
- Low Spenders - Send them content that will make them spend more.
- Prospects (not purchased) - Send them great content with a code to reactivate
- Customers that bought X
- Customers that buy regularly
- Lapsed customers who haven't bought for 6 months
There are plenty of ways you can target people but the key is to just let them know you are there, that you want to help them and give them expert content they will love to consume.
The more you drill down into your data, the more relevant you will be and the more sales you will generate.
The riches and in the niches as they say!
Good luck peeps
Matt
