Determining How Much Email Marketing is Too Much
by Larry Slusser on February 7th, 2008
As an online business owner, you have to market your site and let your customers and prospects know all about what you have to offer if you want to succeed. You probably have an area on your site for visitors to sign up for mailings and special deals, and you no doubt collect their email information when they order something from your site.
Whether you’re just starting to use email to market your business, or are considering expanding your email marketing efforts, here are some tips to help you determine how much you should be sending and how often.
How Much Email Is Too Much? How Will I Know?
While there no set rules about how much email to send, there are some guidelines that can be applied. There are also some key indicators from your customers and site’s visitors browsing and buying patterns you can glean. The real question you need to ask is, “how often would I want to be contacted if I was the customer/prospect”.
What Type of Message Are You Sending?
The types of email communication you are emailing will somewhat drive the frequency of email you are sending out. For example, it is perfectly acceptable to send out a newsletter once or twice per month to your regular customers and prospects. You certainly want to include anyone on the distribution list of your newsletter who has signed up for it, purchased something from you, or emailed you asking for more information.
If you are selling products and have updates on those products, that information is very valuable to people who have those products. Typically this type of communication is for customers only, not prospects; but you can give prospects the option to receive this type of communication as it may be useful to them. Product updates, service information, and recalls all fall under this category.
Company news and event announcements are a great way to communicate with your customer base and your prospects. While you don’t want to overdo this type of communication, every other month or quarterly is acceptable. Use this communication to highlight exciting happenings in your company, trade show invitations, or an invitation to an event you are hosting or participating in. Make the announcement informative and newsy, not just fluffy and sales-y.
Who Are You Sending the Email Message To?
One of the first rules we are taught in communicating, whether verbal or written, is to know your audience! For your existing customers you want your communications to add value and build your relationship with them. You don’t want to be a bother, but you want to let them know what’s happening with the product or service they buy from you as well as what’s going on with your company.
For prospects, you want to build your brand name and position yourself as their logical solution for purchasing the service or product you offer.
A Clear Sign You Are Sending Too Much Email
If you find that many people are not opening your emails or are opting out, your email frequency is probably too high. Rethink your communications strategy and review your distribution lists. Track your site usage reports and analytics and watch the browsing patterns.
If you find your sales are stagnant, you need to try a little more communication or perhaps some variation in the messaging and remember the key: KNOW YOUR AUDIENCE!