Recently in my blog post “Choosing the right email frequency” I spoke about pressures on marketers to send more and more email and how that leads to list fatigue.
There are a number of factors to consider that will help you to choose what the right email frequency is and determine whether it is advisable to send that extra email.
First of all how often would someone purchase your product or service? If it is relatively infrequent then you cannot get away with a one email a week strategy like some retailers. Imagine receiving 52 emails throughout the year and you are only in a position to take up the wonderful offers for maybe a 3 week period when you are looking for a holiday. You can see why it can be too much.
This example not only relates to holidays but purchases ranging from annual car insurance through to buying a car. The approach to take here is to increase the frequency when you know it is of interest (when people sign-up, request a brochure, click on a link in an email etc) rather than blast throughout the year.
Another factor is making sure you send when you have something worthwhile to say. Again different people will put a different value on your emails but this is perhaps where you can allow people to choose how often they want to hear from you. This could be daily email alerts versus a weekly or monthly digest.
Then there are those people that never open your emails or have not purchased anything in a long time. It does not make sense to carry on bombarding these people with a high frequency as it will only lead to a negative association with your brand and complaints. It might work in your favour to send infrequent emails as these at least will be of novelty value and perhaps catch the eye.