When deciding on the frequency of your email programme, it is important to bear in mind that the target audience and the purpose of your message is more important. With that in mind, identifying how often to send emails to your prospects and customers may include, but is not limited to, the following considerations.
1. What is the value you are providing?
When a message’s perceived value is high, the recipient will have fewer objections to receiving your messages frequently. It may sound obvious, but simply restating an offer that has already been communicated would have less interest to a recipient than a new and relevant offer.
2. What are the characteristics of this segment?
Depending on the identified segment, more frequent communications may not prove to be of additional value, and in some cases, may be considered over-communication. Ensure that you establish and communicate the frequency and focus of your messages during the subscription process. Once subscribers know what to expect, they can anticipate your messages. Over-communication can have a negative impact on your email programme by limiting the effectiveness of the planned messages.
3. At what frequency do your recipients want to receive messages?
If you currently send out multiple weekly email communications and are unsure whether the frequency is acceptable, do not rely on opt-out or complaint rates to tell you if it is too much. Links to surveys within your standard messages asking your recipients to ‘help make our emails better’ can help to determine optimal (or desired) frequency.
4. Did you determine frequency during the opt-in/subscribe process?
If you have the ability to control the frequency of an email programme for any given recipient, ask their desired frequency for receiving your messages during the subscription process. Subscribers who feel more in control of their messages are likely to exhibit increased opens and interactions.
5. What is the frequency of your existing communications programmes?
What messages are you currently sending to your email recipients and what role do these existing messages play in your current marketing and communications strategy? What messages do your subscribers deem most important?
6. What are your current frequency rules and thresholds?
Many marketers limit the total number of messages that are delivered to any given recipient over a period of time. Frequency thresholds will need to be reviewed.
7. Are you increasing the frequency of an existing email programme?
It is important to consider any promises that you made to your recipient. If you are increasing the frequency of an existing email programme, you will first need to inform your subscriber. For instance, if you would like to enhance a newsletter communication that will be sent once per month rather than once every two months, you will need to inform them of the change as well as allow them to modify their subscription – or at least remind them that they can opt-out of the email programme at any time. It is also important to let your recipient know why you are increasing frequency and why these messages are of value.
8. How engaged are your recipients?
Your most engaged customers and recipients may have few objections to increased frequency. Not only have these engaged recipients demonstrated a desire to receive your messages, they are also more likely to complete your desired call-to-action. It is recommended that you establish a communication strategy that accounts for the current level of engagement with your most active recipients.
9. Have you monitored opt-outs and invited recipients to participate in opt-out surveys?
You can determine if your frequency is proving too much by reviewing your campaign reporting. Opt-outs are the most direct result of over-communicating, but you can also look at open and click-through rates as you add more communications to your programme. Consider inviting a recipient who wants to opt-out to complete a brief survey as to why they would like to discontinue the subscription. You will also need to provide an easy one-click opt-out that is not contingent to the survey.
10. Do you test your strategy and frequency?
Some organisations can send daily, while others with a less engaged following would see unsubscribe rates spike if they began sending daily. Whether the intent is to sell or to inform, each email should include valuable content. If the content is relevant and anticipated by the recipient, frequency becomes a secondary consideration.
Some marketers believe that the more communications they send, the greater the rate of conversion. Approaching your email programmes this way will yield recipient fatigue, spam complaints and list attrition. Set standards and frequency caps per programme type, and adhere to them. If you’re getting pressure to exceed those caps, you can defend them by determining the value of an email address to your organisation. Place a number on it, and the loss of an address to an unsubscribe becomes tangible and real.
