When creating an email marketing strategy, it is common to have several questions - but one of the most asked by digital marketers is regarding the correct frequency of sending automated emails.
If you send a lot of emails, you might end up on the providers blacklist or, worse, be hated by your subscribers. If you send too few, the leads might forget about you and lose interest in your brand.
How to find the right balance then?
The truth is that there is no right answer. A Statista survey asked users how often they like to receive a message from their favorite brands, and 49% said they like receiving weekly messages.
But does it work for everyone? To answer that question, check out what you need to know to set the right frequency for your automated emails!
What does your open rate say?
You may already know how to measure your open rate and that it is very important in measuring the success of your email marketing strategy. But this indicator can also tell you a little bit about the ideal frequency of your automated emails.
To this end, Campaign Monitor conducted a survey that revealed that the highest open rate is of the first email that your leads receive from you. This result was already expected, but the survey went deeper and found that the more campaigns you send, the more people you reach.
Does this mean that you should send as many emails as you can? That’s not quite it.
The study found that a company that sent 5 email campaigns over a 3-month period had a one-time open rate of 44% - signalling that nearly half of the subscribers opened the message at least once. A great number, right?
But you cannot continue sending emails indefinitely. As your unique open rate decreases, so do your clicks. After all, no opens mean no clicks.
It is necessary to assess how much response your emails are getting. But not only that: you should always test what works best for your company, which brings us to our next topic.
What to evaluate to define the frequency of automated emails?
There are some factors unique to your brand and your audience that you should consider when setting the optimal frequency for your automated emails. Below, we discuss what they are:
Understand the right days for maximum engagement
There is no secret formula to define the best days of the week to send a campaign.
The solution is simple and direct: ALWAYS TEST! Create combinations of different days of the week to test campaigns. Separate on Mondays and Wednesdays, Tuesdays and Thursdays, then combine with Fridays, Saturdays and Sundays.
The process may seem tiring, but it is the only way to get to know your audience better and to define the best strategy for your campaign. After the first tests, change the day combinations again and compare the final result of each one.
You will probably have different results, and this will help you to find the right combinations of days for your campaign.
Another very important factor to consider when defining your email marketing campaign strategy and the frequency with which you will send them is the time!
When testing day combinations, remember that time matters a lot! Test as much as you can at different times to see what is the best time to send your emails each day.
Always remember that there is no ready-made cake recipe! You have to test as much as possible to understand what your consumers’ behavior pattern is, what time he is most likely to open, read and click on the emails that you are sending.
Track clickthrough rate
It is most likely that your email marketing campaign is designed to direct your customer to another page, right? It can be a post on your blog, or even a product sales page.
You must track the clickthrough rate of your emails. How many customers received your emails and clicked on a link that you provided? That number is a great indicator that your campaigns are generating interest in your customers.
Analyze the cancellation rate
A major panic factor for some marketers is the high rate of unsubscribing from email marketing lists. While cancellation is far from ideal, it doesn't have to be that bad.
All the information you collect during your campaigns is valuable for designing better strategies and further improving your actions. According to a survey, Tuesdays are usually the best day to send an email marketing campaign.
On the other hand, Tuesdays, consequently, is also the day with the highest rate of unsubscribing from email marketing lists. You will be able to analyze this more carefully by analyzing your personal results and the combinations of days that are tested.
Take the numbers very seriously! There's no point in flooding your customers' inboxes with promotions, offers and unwanted content! They will certainly not make a purchase and, in addition to unsubscribing from your list, they can report your email account and lower your account's sender reputation.
Listen to your customer
One of the simplest techniques is asking your subscribers directly. The moment a user signs up to your mailing list, give them the opportunity to tell you when, how and how often they want to receive your emails.
To paint an accurate picture of your audience’s needs and wants, this information can be extremely useful, especially when gained in advance. Always listen to your customers by asking them for valuable feedback, helping you make your campaigns even better.
Use an email validation tool before sending your automated emails
You already know that email checkers are essential for marketing campaigns, don't you? But how can it be useful to you in regards to what we are discussing here?
Referring back to the beginning, it is essential to measure your open rate to define the optimal frequency of automated emails. But for your rate to be accurate, you must first ensure good email list hygiene. And that is exactly what an email checker does.
So, even if defining the email frequency is not as simple as it seems, you can get off on the right foot with the help of TheChecker.
Lastly, do not forget: the key point is to know your customer! Find out what type of email he would like to receive, which days and times are the most convenient and the desired frequency.