I’ve seen the look on people’s faces when I suggest sending more emails.
Horror, alarm, shock!
In this article, I’m diving into a topic that often sparks a bit of debate: sending more marketing emails. Yep, you heard it right. While some people might cringe at the thought of hitting send more than once a week, I’m going to explain why upping your email game can be a game-changer.
1. Stay top of mind
In the fast-paced digital world, out of sight often means out of mind, so it’s crucial to stay visible. By sending more frequent emails, you keep your brand at the forefront of your audience’s thoughts. Even if people don’t open every email you send, they’ll see you when they open their inbox. A survey by Zero Bounce states that 88% of people open their inbox once a day whilst 39% open between three and five.
Think of it like this: if your favorite coffee shop only reminded you of their delicious lattes once a month, you’d probably forget about them, right? The same goes for your brand. Regular emails ensure your audience remembers you, especially when they’re ready to make a purchase.
2. Build stronger relationships
Emails are more than just sales pitches; they’re a way to connect with your audience on a personal level. Sending regular updates, tips, and engaging content helps build a relationship with your subscribers. It’s not just a one-way broadcast though – invite replies, with their thoughts and questions (ensure you don’t have a noreply email address).
The more you chat, the closer you become. By sharing valuable content consistently, you become a trusted resource, not just another brand in their inbox.
3. Cater to different segments
Your audience are not all the same. They have different interests, needs, and preferences.
By increasing your email frequency, you can better segment your audience and tailor your messages to different groups. Imagine you’re a bookstore: one segment might enjoy autobiographies, while another love cookbooks. More emails mean you can send the right content to the right people, making your messages more relevant and appreciated.
4. Drive traffic to your website
One of the most significant benefits of sending more marketing emails is the potential to drive traffic to your website. In fact, email is really just a traffic source.
Every email you send is an opportunity to include links to your latest blog post, product page, or special promotion. More clicks on those links mean more visitors to your site, which can lead to higher engagement, more leads, and ultimately, more sales.
5. Test and Learn
The more emails you send, the more data you gather. This helps you understand what works and what doesn’t. Is your audience responding better to colourful graphics or plain text? Do they prefer emails in the morning or the evening?
With more frequent emails, you can experiment and refine your email marketing strategy, and even your wider marketing strategy, based on real-world feedback, ultimately boosting the effectiveness of your email marketing.
6. Drive more engagement
Let’s be honest, not every email will be opened by every subscriber. That’s just how it is. But by sending more emails, you increase the chances that your messages will be seen and engaged with. It’s a bit like fishing: the more lines you cast, the higher your chances of catching something.
Consistent emails keep your audience engaged and more likely to interact with your content.
7. Keep up with competitors
In the bustling marketplace, staying ahead of the competition is crucial. If your competitors are sending more frequent emails, they’re likely staying top of mind and potentially driving more business. By matching or exceeding their email frequency, you ensure that your brand remains competitive and doesn’t fall behind.
8. Enhance Brand Loyalty
Last but not least, frequent emails can help strengthen brand loyalty. When your audience regularly hears from you and finds your content valuable, they’re more likely to stick around. Over time, this translates into stronger customer loyalty and higher lifetime value.
Conclusion: More is More
Sending more marketing emails isn’t about spamming your audience; it’s about staying relevant, building relationships, driving traffic to your website, and continuously improving your strategy.
Whilst you may not open all emails in your inbox, your audience may feel very differently. And remember, they signed up to your list which means they expect to hear from you.
Yes, you’ll get unsubscribes – that’s ok and completely normal in email marketing. A few of those unsubscribes may state their reason as receiving too many emails, but they are in the minority.
Remember, it’s all about balance and delivering value. I’m not saying send daily emails. It works for some businesses but it’s not right for everyone. But if you send a monthly email and someone misses that email, then it will be two months between the times they hear from you. That’s not going to foster brand loyalty.
It’s time to embrace the power of more emails and watch your marketing efforts soar.
Time to take your email marketing to the next level? Get in touch with me and let’s chat about how I can help.