One of questions that comes up the most when I talk to clients about Email Marketing campaigns is “How often is too often?”.
There is no fixed answer, although the general consensus of many studies is often more than 4 times a month.
It depends on many different variables. Your business or organization, your recipients, and your message.
The most important of these variables is RELEVANCE.
1.) Do your recipients perceive the messages you send them as being of value to THEM?
If they perceive that they have value to them, they appreciate them. Otherwise, they view them as bothersome SPAM.
2.) Do your recipients perceive your message as being sent specifically to them to meet THEIR needs, or just being a general offer to them as one of the many?
This is the issue of personalization, and it is not just about including their name in the message. It is the important concept of SEGMENTATION, and it requires you to take the time and make the effort to find out enough information to know exactly what your recipient’s needs, wants and desires are. As well as what their dislikes are.
You need to have two way communication with them. You need to ask them what they want, and then give them what they want. As closely as you can do so as individuals, not as just a part of some huge faceless group.
3.) Is it being delivered at the right time?
Timing Is Everything. The right message delivered at the wrong time is not perceived as Relevant, it is considered as time wasting SPAM.
Future posts will delve deeper into the how to make sure your message is relevant, and how to segment your recipient lists to increase their relevance to your recipients.
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