Nobody likes to be bombarded with marketing emails. And you don’t want your customers to forget about you. So, how often should you really send emails to your subscribers?
How To Determine Optimal Email Frequency?
Well, if you are not acquainted with it already, there is a method where you can test the suitable frequency for your business and see what works for you. Below, you’ll find a breakdown that will help you determine precisely how often your subscribers should receive mail from you.
Methods To Determine Optimal Email Frequency
- Establish A Goal
Yes, everything comes back to what goals you want to achieve. This is especially the case with any marketing strategy. You should have a clear picture of what you want at the end of this strategy. Do you want more clicks on your website? Do you want more people to get in touch with you? Or is it something else?
If you have more than 1 goal or a hypothesis in mind, then that is fine too. As long as you know the exact result you want, you can definitely go ahead with these tests.
- Select A List
For this step, you should already have your email lists. If you don’t, then it’s high time that you do. You can also bifurcate the people and create different lists as per various parameters. You have to select one of these lists. It should be small for a test, but big enough to provide data that is helpful for your business.
Also, don’t forget to choose the right set of people. For example, if you have a “first-time purchase” offer, then you shouldn’t send it to people who are already your customers. Because, if people who are already your customers, get an email like this, they will obviously not click or even go through the whole email, as it doesn’t serve them in any way.
- Set A Benchmark
Setting a benchmark is important. This will work as a baseline with which you will compare your email experiments. A baseline is important just so you know how your additional efforts are paying off. The results that you get are more than the benchmarks that you have set then you know that whatever strategy you have adopted is working.
For this you can even go for an approach where you see how many people have actually gone through the whole process of the offer mentioned in the mail. Meaning how many people have actually filled the form that you were talking about in your email sent to them.
- Prepare And Schedule
The main motive of doing these tests is to make out how many emails you should send in a particular duration. So, for these, there is no need to create new email content. You can pick out some of the old ones that you already have and send them to the people on your mail list.
It is also worth noting that if you are scheduling your emails then the day and time of the week should also be the same so that it doesn’t add any other factor into the equation while you are calculating the frequency. This way you can also have your other creative ideas for email content be saved for other types of tests.
- Check The Analytics
All these tests and the efforts that you have put into them will be of no use if you don’t measure as well as analyze them. You should check on all these from time to time and make sure that you are going the right way. There might be a situation where you find out that you are not getting the results you expected within a significant amount of time. So you can make those campaigns stop on time so you don’t waste any of your resources.
You should always keep in mind that the tests given above are just to check the frequency with which you should mail your subscribers. Once you have all the data that you need with these tests, you can go on the creative side of things by curating subject lines, content, offers, and various other things which will definitely help people perform the action that you want them to.
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