Email Marketing: What is the Ideal Email Frequency

We all have these questions about how many emails should we be sending. How many messages should I be sending?

The evolution of the email marketing landscape has brought many marketers into the fold, and they’re now working on the finer details of their strategy. One of these is determining the right sending frequency for their campaigns.

Let’s take a look at some of the important statistics related to email marketing.

1- Almost 80% of email marketers deliver the same content to all their subscribers.

It’s interesting to note that despite the higher open rate that targeted emails have, 80% of marketers still send the same content to all their subscribers. This suggests that they don’t have to spend a lot of time creating new content since they’re not hurting the open rate.

2- A higher open rate for targeted emails is usually attributed to the presence of a customer loyalty program.

Knowing that segmentation is very important to email marketing success, many marketers agree that sending more targeted emails is a must. If your emails have a higher open rate, then you’ll be able to send more personalized content to your subscribers.

The frequency of sending emails to an already engaged list may also indicate that you’re not delivering any added value to them. In other words, they’re not opening your messages.

3- 50% of consumers worldwide trust the emails that come from companies they’ve signed up to receive.

If consumers trust the messages that they receive, then why should they care how many they get? If they trust the messages, then why would they risk getting annoyed by the number of emails that they receive?

4- 76% of all commercial emails were sent to recipients’ inboxes. However, this figure increased by 24% when it came to blocking and rejecting emails.

Despite the vast majority of emails being delivered to their intended recipients, the number of people marking content off as SPAM is increasing. This suggests that people are becoming more comfortable with this practice and marking more and more content as SPAM and are less likely to open cluttered emails.

Since this phenomenon is happening, it’s important to evaluate how your email rates are performing against your desired frequency.

Now, on the other hand, email marketing can help you get the most out of your efforts. By analyzing a few key metrics, you can make sure that you’re sending the right amount of emails to each recipient.

Unsubscribers

Although unsubscribing is not ideal, it’s still beneficial to you since the recipient is telling you that they’re finished with your list. They’re not designating you as spam.

One of the most important metrics that you can use to monitor the effectiveness of your email marketing is the unsubscribe rate. This is the rate at which you’re sending out your mail. Having this metric will allow you to know if you’ve over-delivered or if the customer has already left.

Open vs Clicks

The open and clicks are the most important metrics that you can use to measure the effectiveness of your email marketing. An open means that you sent a message that speaks to the recipient at the right time, while a click means that you’ve created a message that’s relevant to the recipient.

The number of opens and clicks can also tell you a lot about the state of your content. For instance, if you have a high number of open and a low number of clicks, then you might need to work on your content.

Test the frequency

To find out if you’re sending the right amount of emails, try sending multiple emails in a series. If you’re debating whether to send the third email in a row, identify a small section of your list to test the message.