{"id":26146,"date":"2019-04-24T16:16:53","date_gmt":"2019-04-24T06:16:53","guid":{"rendered":"https:\/\/www.machines4u.com.au\/mag\/?p=26146"},"modified":"2019-04-30T14:05:11","modified_gmt":"2019-04-30T04:05:11","slug":"email-frequency-whats-the-sweet-spot","status":"publish","type":"post","link":"https:\/\/www.machines4u.com.au\/mag\/email-frequency-whats-the-sweet-spot\/","title":{"rendered":"Email Frequency: What’s The Sweet Spot?"},"content":{"rendered":"

Finding the right email frequency is a challenge for every business. You\u2019ve got to think about how many emails you should be sending, while balancing how many emails your customers would be okay receiving.<\/span><\/p>\n

It can all be a bit much. If you\u2019re looking for the answer to this question: <\/span><\/p>\n

\u201cHow often should I send marketing emails?\u201d<\/span><\/p>\n

We don\u2019t have a definitive answer for you. But, there are a few best practices that will help you find the sweet spot.<\/span><\/p>\n

5 Email Frequency Best Practices<\/span><\/h2>\n

1. Study industry averages<\/span><\/h3>\n

Email frequency varies across the board, but it can be helpful to look at what similar companies in your industry are doing. So, here\u2019s a quick table of average sends sourced from <\/span>The Seventh Sense<\/span><\/a>:<\/span><\/p>\n\n\n\n\n\n\n\n
Industry<\/b><\/td>\nEmail Frequency<\/b><\/td>\n<\/tr>\n
Agriculture \/ Mining<\/span><\/td>\n3 per month<\/span><\/td>\n<\/tr>\n
Manufacturing<\/span><\/td>\n3.8 per month<\/span><\/td>\n<\/tr>\n
Real Estate & Construction<\/span><\/td>\n6.8 per month<\/span><\/td>\n<\/tr>\n
Transportation & Storage<\/span><\/td>\n7.3 per month <\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

As you can see, these aren\u2019t high monthly send numbers. So you can assume that, if you\u2019re in one of these industries, your audience doesn\u2019t want to receive more than 2 emails a week. <\/span><\/p>\n

A good place to start would be sending out 1 or 2 emails a week and see what the results are. From there, you can tweak either by increasing or decreasing your send frequency, based on your open rate and unsubscribes. This is a sure-fire way to find the sweet spot for your email marketing.<\/span><\/p>\n

2. Base send frequency on customer lifecycle<\/span><\/h3>\n

Your customer lifecycle refers to the stages that a prospective, or existing, customer progresses through a sales funnel. So, a business selling clothing will have a shorter customer lifecycle \u00a0than a business selling mining machinery.<\/span><\/p>\n

For this reason, it\u2019s best to base your email send frequency on your customer lifecycle. If your customers typically repeat purchase every 6 months, they probably won\u2019t want to receive product marketing emails right after they\u2019ve made a purchase.<\/span><\/p>\n

So, if you have a select audience that you think will like to hear from you more often, consider segmenting the list so that you make the most of your email marketing. We\u2019ve written an article on list segmentation to make it easy for you, <\/span>check it out here<\/span><\/a>.<\/span><\/p>\n

3. Identify your email goals<\/span><\/h3>\n

One of the biggest things to consider when finding your send frequency sweet spot is the actual goal of your email.<\/span><\/p>\n

Are you trying to sell a new product? Driving customers to existing stock? Showing off an exclusive deal?<\/span><\/p>\n

Whatever it might be, it\u2019s best to think about the goal and how to get your emails in front of the right people. Again, list segmentation can be a useful strategy for this.<\/span><\/p>\n

4. Avoid the spam filter<\/span><\/h3>\n

It doesn\u2019t matter if you\u2019ve come up with a catchy subject line, clever content or included great images if your email doesn\u2019t make it to your customers\u2019 inboxes. That\u2019s why avoiding the spam filter is key, and your email send frequency has a lot to do with this.<\/span><\/p>\n

If you were receiving 3 emails per day you\u2019d get over it pretty quickly, right? You\u2019re not alone. <\/span>Marketing Sherpa<\/span><\/a> found that while over 80% of people want to receive monthly emails, less than 20% want daily emails. Too many emails is the number 1 reason people unsubscribe and mark emails as spam.<\/span><\/p>\n

Daily emails get annoying real quick, and send red flags to email providers and recipients. It\u2019s like a mosquito that you can hear buzzing but can\u2019t see. Don\u2019t be the mosquito or you\u2019ll find your emails hitting spam folders more often than not!<\/span><\/p>\n

5. Look for signs of email fatigue<\/span><\/h3>\n

If you\u2019ve noticed a decrease in your opens or click-through rate, you might have a case of email fatigue.<\/span><\/p>\n

Email fatigue generally means you\u2019ve sent your audience too many emails, and quite frankly, they\u2019re over it. So, they won\u2019t engage.<\/span><\/p>\n

Instead of steaming right ahead with your cunning plan, take a step back and re-evaluate what this is telling you about your audience. They\u2019re uninterested, disengaged and are likely to turn into an unsubscribe soon. So, this tells you that you need to email less and maybe even look at the list you\u2019re sending to again.<\/span><\/p>\n

So, what\u2019s the best day and time to send?<\/span><\/h2>\n

According to research gathered from <\/span>CoSchedule Blog<\/span><\/a> the best days to send are:<\/span><\/p>\n

    \n
  1. Tuesday<\/span><\/li>\n
  2. Thursday<\/span><\/li>\n
  3. Wednesday <\/span><\/li>\n<\/ol>\n

    Research by GetResponse<\/span><\/a>, suggests that Tuesday was the most popular day of the week to send emails\u201417% of emails were sent on a Tuesday. Overall, Tuesday also returned the highest open rate of all days at 18%.<\/span><\/p>\n

    In the same study by CoSchedule Blog, they found that the best times to send emails is at:<\/span><\/p>\n

      \n
    1. 10AM<\/span><\/li>\n
    2. 8PM<\/span><\/li>\n
    3. 2PM<\/span><\/li>\n
    4. 6AM<\/span><\/li>\n<\/ol>\n

      Of course, sending your emails out on a Tuesday at 10AM may not work best for your business, so it\u2019s important to trial different days and times to see what works for you and more importantly, your audience. <\/span><\/p>\n

       <\/p>\n

      So, do you think you\u2019ve found your email frequency sweet spot? Let us know in the comments below.<\/span><\/p>\n

      \n

      Sources: theseventhsense.com, coshedule.com, sendgrid.com, customer.io<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      Finding the right email frequency is a challenge for every business. You\u2019ve got to think about how many emails you should be sending, while balancing how many emails your customers would be okay receiving. It can all be a bit much. If you\u2019re looking for the answer to this question: \u201cHow often should I send […]<\/p>\n","protected":false},"author":32,"featured_media":26152,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23069,20938,33],"tags":[1463],"yst_prominent_words":[2098],"class_list":["post-26146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practice-guides","category-knowledge-base","category-machines4u","tag-machinery"],"_links":{"self":[{"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/posts\/26146","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/comments?post=26146"}],"version-history":[{"count":0,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/posts\/26146\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/media\/26152"}],"wp:attachment":[{"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/media?parent=26146"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/categories?post=26146"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/tags?post=26146"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/yst_prominent_words?post=26146"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}