Email marketing is, and always will be, one of strongest and most efficient methods to stay in regular contact with customers. Although the pressing question remains; how much is too often? This question ultimately depends on your business and the database of subscribers you already have, and how acceptable they are to multiple campaigns and daily emails being sent to them. A study from ‘View from the inbox’ stated that 73% of email subscribers opt out of receiving future emails, giving the reason of too many emails being sent. This gives off a negative impression to your end receiver and may result in the perception of your business being quite ‘spammy’ – something that you definitely don’t want!
Make sure you don’t bombard your email database!
One of the tried and tested ways of finding out if you’re sending too many emails is to just ask. You know, that thing we used to do before finding stats and doing the research all over the web. Each industry is different so why not pose the question in your e-newsletter asking 1) How often would you like to hear from us? And 2) What information would you be interested in hearing about in the future? This will inevitably give you a much clearer understanding of what your customers want, and giving you as an organisation a positive appearance in caring for customers, and customer service.
In addition, sending emails daily can work in some weeks if you are promoting a specialist product or service that is at a discounted rate for a designated time period. This would be perceived as relevant and informative to the mail recipient and not at all spammy. As long as this method is kept up, you shouldn’t have any problems when moving back into a regular schedule of say…sending emails on a weekly basis. Furthermore, you know your customers, and you should have a clear indication when you could potentially be bombarding and putting off customers in your email list.
Many marketing techniques and methods should be used in an overall online marketing strategy for businesses, however email does have a place for its importance of contact with customers. The key elements to remember are that your emails when opened should always remain full of high quality, informative, relevant, and non spammy content. Appear natural and worthy of information, and your customers shouldn’t be contemplating whether or not you’re sending too many emails!
If you’re like most small business owners, you probably tend to throw yourself into marketing as and when you have the time. When there are so many tasks pressing for your attentions it can be difficult to do much more than be responsive in your marketing – for example, sending out the odd email newsletter when you get five minutes spare. However, that is not the most effective way to work; a much better approach is to spend time developing an email marketing strategy to ensure you send the right information to the right people at the right time. If you would like more information on email marketing services and campaigns feel free to call the HodgesNet team on 01793 608777.
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