What is optimal email frequency? How many emails should I send during a quarter, week, month or day? What is the most appropriate number to maximize response? These are questions that email marketers ponder over while designing their email marketing strategies. Above all, marketers always want good response and increased profit. The research on email sending frequency was brought to light since every brand’s email marketing campaigns and subscriber lists are unique and therefore, it requires testing to determine the appropriate frequency. Without any fear of ruining lead generation efforts, marketers should carefully focus on the below mentioned points to understand the right email frequency.
1. Establish your Hypothesis
The foremost step is to determine the results that you are expecting to identify success. You need to check how the click through rate changes when you increase your email from once a week to thrice a week so as to review whether your subscribers decease or not when you make these changes? Testing becomes a crucial point, before you can make such hypothesis. Thus, be specific with your hypothesis and carry out regular tests in contrast to them.
2. Choose a List segment
It is very important to segment your email list and then, test them out. Choose one segment to carry out a certain test. Make sure that it is sizable enough to provide meaningful data. The segmented list should also be aligned with your hypothesis. Be careful to make sure the segmenting of your list and carrying out of the tests utilize meaningful data.
3. Establish Baseline Metrics
The analysis is incomplete unless you measure it. Hence, it is essential to establish baseline metrics for your samples. It will help you collect information to measure the results of the test. You need to focus on every email marketing metric, such as unsubscribe rate, deliverable rate, and click-through-rate, open rate, etc. Be fearless in expanding scope beyond traditional email marketing metrics.
4. Create and Schedule Your Test Emails
Be ready with few test mails. Create new subject lines and new templates to attract the audience. You can then test them, keeping an eye over performances. The content changes can skew your results, but it will let you know the effects of different tests on different email parameters.
5. Measure and Analyze Results
Keeping your hypothesis and baseline in mind, measure your results through different experiments. Check out if there are some dramatic changes in the performance metrics, with the change in email frequency. The careful analysis will let you know the optimal email frequency for positive response.
I am sure there are many more reasons so please feel free to share or let us know if anyone the above helped.