Studies show that 25% of people unsubscribe from a company’s emails because they receive too many of them too often. Although there are no definite rules when it comes to email frequency, it is probably recommended not to exceed an average of one email a week. Or 4 to 5 a month. However, frequency will greatly depend on the types of products and services you sell, the types of segmentations you have and most importantly the types of emails you’re sending out.
Instant behavioural emails
Some companies like Amazon can send you an average of one email a day depending on which parts of their site you’ve been to. Your users won’t mind receiving a few emails over a short period of time after having visited your website as long as these are relevant and quality emails. Or if they are packed with special offers.
However you should leave a certain period of time before sending an email after one of your users has been to your website. You will know what they browsed but these users don’t want to feel like you’re tracking their every click. Try to be refined in your approach. If you’re selling computers online for example, don’t send an obvious email presenting them with the exact same computer they viewed. Send them a category email for example about computers within the same specs ad the one they viewed.
Regular newsletters
If you haven’t engaged your users with a behavioural email, you will need to switch them to another segment. And once again frequency will depend on your type of segmentation. If they still haven’t opened any emails after a few sends, you will need to reduce the frequency. Remember they are your customers and the last thing you want is to have them unsubscribe from your emails.
Also remember that if you have their full contact details you can combine email marketing, direct marketing and telemarketing to achieve better results. This can be more costly but could be worth it depending once again on what type of products or services you’re selling.
