Jul 11, 20214:16 PM - edited Aug 12, 20218:59 AM
HubSpot Employee
In order to build trust and further engage your audience, you need to send the right information at the right time. Keeping this in mind, what's your recommendation on a successful frequency for sending marketing emails? Please elaborate as to why you recommend this in your response.
The right frequency depends on the expectations set to the user. For users who have opted into a daily update from a sports website, for example, it is proper to send a daily email. The key is making sure the user knows what to expect when he or she opts into a list.
Oct 27, 20229:21 AM - edited Oct 28, 20229:21 AM
Participant
The company has to understand that, sending what the contact expects to receive is where their relationship will grow. The frequency of the email should be communicted to the contact. For instance, the company has to communicate to the contact that emails will be sent weekly or monthly and the company should be sure to meet that expectation set.
The right frequency definitely depends on the contact's expectation. If you want to start sending more frequently, get clear about what the value of that new frequency is, then make a clear ask to your contact list giving them the option to opt-in for more frequent emails.
That way, you're segmenting your list on the backend, and still meeting people's expectations on the front end.
frequency is not at all a limitation unless the recipients are receiving what they're expecting, reading, and finding value & build connection or trust from the messages.
I think the frequency of emails depends upon your contacts and what they expect. A new email contact might expect one email per week, whereas someone on the list for a while might be okay with one or two emails a month. It also depends on what the email is promoting. If you're promoting products, then weekly might be where it's at. If your promoting services, maybe twice a month will suffice.
Under normal circumstances, I think the probability of sending marketing emails should be once or twice a week. If too many marketing emails are sent, it is easy to destroy the trust established between the marketing party and consumers in the early stage. On this basis, we need to organize different frequency of email sending according to the characteristics of different segments of the population.
Depending on your market or niche, I'd say once or twice a week. Also, your contact engagement come into play here. Knowing how your contacts interact with your mails will give you a better understanding of the frequency of your mail
I would recommand to send emails every two weeks, so you let time to people to get information, have a look (after several days if they don't have time to look on the moment), the time to think about it but without letting too many time between each communication and not too often too.
From the email delivarability topic, i would base my recommendations of 2 aspects:
A - Consent: Platforms should give the audience the option to choose what emails to recieve and how often to receive them. Stipulate the available frequencies (once a week or twice a week or even more)
B - Stage in the buyers's journey: in my view (although very debatable), according to the AIDA model, site visitors at the Awareness, Interest stage of the buyers journey are seeking information on the product you offer and its value to them. Your service/ product emails should always contain comprehensive and precise information relevant to them. This is where more emails can b sent within a week (twice a week max). At the Desire and Action stages, the audience is now more conversant with their choice and so just need a little nudge to compelete the buy. This is where less emails can b sent within a week (once a week max). it's debatable but i believe that if a customer has made up their mind, they don't need to b nagged with many emails.
The right frequency should be dependent on the customer's goals and interests. On top of that, it should be at a healthy amount meaning that the amount is not overwhelming to you and/or the customer. Generally, an email that comes in about every other week-once a week is fine. If you want to send out emails once a week, that is fine as well, but it should also not be overwhelming as the cusotmer will see this on a weekly basis as opposed to once a week/every other week. However- this will be dependent based on the target audience, what people want to see/experience, etc., especially because you do not want to overwhelm the client in the first 5 seconds of reading an email.
I belive that the right frequency would be to send an email once a week. However, this really depends on the relationship that you have built with the user at that time and where they are in the buyer's journey. For example, I would propose the following:
Awareness and Consideration: maximum once a week.
Decision: you could increase the emails to twice a week.
Once they have made the purchase, it would be nice of the business to be into contact with the client many times. This could show them that they are always available in case there are any inquiries etc.
