Email marketing frequency

[Donna Toomey]

I'd be really interested in getting some opinions on what people think is the correct frequency for email marketing. I've just started a new role and I've been asked to send an email a day (to different lists) but I feel it should be less to ensure the quality of the email is the best it can be? Thoughts?

 

[Graham Tyers]

It depends on your audience and what you're communicating.

If you have some genuine need for a daily email, and it's something the audience wants - then fine.

If it's just pushing a product that has no need for such frequency, Then it's a remarkably bad idea. Your unsubscribe rates will rocket as will spam complaints.

If your feedback loops are all in place then you can monitor what's going on. That should be the no. 1 priority

 

[Donna Toomey]

That's what I was concerned about - the spam and unsubscribe levels.

What do you mean by feedback loops?

 

[Graham Tyers]

feedback loops alow isp's to tell you when anyone marks one of your emails as spam.

You absolutely should have them in place if you're email marketing. Your list is precious.

Do you have dmarc in place as well? You should have reporting from that too.

If you google "postmaster apply feedback loop" I bet you'll find the forms to submit.

 

[Scott-Copywriter]

The optimum frequency can vary hugely depending on a number of factors.

However, based on my experience, one e-mail per day is optimal in a rare number of situations only. It's usually reserved for e-mail sets of very high value to the readers, or when the recipients have specifically opted-in to such a set and are aware of the frequency in advance.

It's one of those things you really have to test on a case-by-case basis to know for sure. Split your list into groups, send e-mails out at different frequencies and then measure the response and unsubscribe rates.

When it comes to finding some sort of starting point, It's better to begin slower and then work your way up whilst tracking the metrics as you go along. This just serves to protect your list from a sudden surge in unsubscribes and/or spam complaints.

You can always add more salt to a dish, but you can't take it away.

 

[Matthew Owl]

First of all - tests. Choose group of 10% of your recipients and send them one e-mail per day for a week - you should see growth or decrease of OR and CTR - if they open your mails and are interested, than ok. If they don't - choose group of 10% and send them 2 e-mails per week. Of course the fact, that they open or click in the mail isn't depend only on frequency. But one more time - make A/B tests, using different topics, contents, graphics, sending in different time and frequency. After a 3 weeks, maybe a month, you should have some clear view about your audience preferences.

 

[SamWhittle]

I find weekly works well, but if you can break this down to target more engaged clients more frequently that will work quite well.

 

[Tom Smart]

It really depends on the value of the e-mail. Groupon e-mails me three times a day and I'm more than happy to receive it.