A question that we frequently hear from business owners and marketers is what a good guideline in terms of frequency is to send out emails to a marketing list is. While we've used our blog on several occasions to discuss the importance of not bombarding your audience with email blast after email blast, we haven't really touched on what a good suggestion would be for spacing out your email marketing campaigns...until now.
As a consumer, think about some of the brands that you've opted in to receive emails from. Personally, I can think of a few that relentlessly send me emails I haven't had a chance to unsubscribe from yet. While I may at one time have expressed a genuine interest in those brands, the pushiness of the regular emails that I receive have caused me to change my opinion. If you, too, have these types of emails filling up your inbox, I'm sure you can relate to this sentiment.
So, that being said, you don't want to turn into one of those marketers that you find annoying. But is there a formal guideline or etiquette that you should follow for spacing out your email marketing campaigns? No, not officially, but we want to make the following suggestions:
9 Month Challenge
As you plan out your email marketing campaigns, challenge yourself with this 9 month game plan: send only one email campaign to your lists each month for the next 3 months. Then progress to 2 emails a month for the following 3 months, and finally, 3 emails per month for the remaining 3 months.
During this 9 month challenge, you should be gathering data to measure how successful your engagement rate is as it relates to how frequently you are sending your marketing emails. As you monitor these results, here are 3 metrics that you should absolutely be tracking to determine how effective your efforts are:
1. Click-through rate
This is probably the most basic metric that you should be tracking as an email marketer, but also one of the most important ones. It measures how many of your recipients actually click on the link in your email to arrive at a landing page. Considering this, regularly monitoring your click-through rate rather than just your open rate or bounce rate can more accurately help you measure the success of your email campaign.
To calculate the click-through rate, divide the number of recipients that clicked on the links by the total number of emails sent out, or use a third-party service like MailChimp.
2. Conversion rate
This metric takes things one step further and measures the number of recipients that took advantage of the call-to-action in your email. Not only did they click on the link provided in your email and arrived at a landing page, but they provided their contact information in exchange for your offer.
To calculate the conversion rate, divide the number of recipients that took advantage of your call-to-action by the total number of emails sent out.
3. Bounce rate
The bounce rate makes you aware of the total emails that you sent out that could not be delivered, and regularly measuring this will help you determine the accuracy of your email marketing list. Having a high bounce rate can make your company look like a spammer in the eyes of internet service providers.
Knowing your bounce rate can be very useful in helping you to maintain an email marketing list that is as accurate as possible. The lower your bounce rate, the more effective your email marketing campaigns will be.
So, give our 9 month email marketing challenge a try to learn how frequently you should send out emails to be most effective with your audience. Good luck!