Have you ever thought about sending a follow-up email just a day after the initial email? Think again. There are two words you should consider deeply when you’re thinking about how often to send emails.
Inbox exhaustion may sound like a serious problem, but you can totally avoid it. Inbox exhaustion occurs when you send way too many emails to your subscribers, wearying them with emails and making them unsubscribe, or even complain that you’re sending spam.
Now there isn’t a convenient guide telling you just how often you can email your subscribers. It’s just common sense. Even so, a lot of marketers ignore their common sense, especially near the holidays. Really, who wants to get an email from your company, or any company, every day for days on end? It’s annoying. And it’s inbox exhaustion – when the subscriber is worn out and frustrated by frequency.
How can I tell when often becomes too often?
Keep an eye on your stats. When you send out more frequent emails do your opens and clicks stats remain steady? Or do you see them drop? If they’re dropping, change your habits accordingly. Or, here’s an even better idea: ask your subscribers how often they want to hear from you. If you can, give them the options of yearly, quarterly, monthly, or bi-weekly emails. We live in an on-demand society. People will appreciate your emails more if they feel like you’re giving them just what they want.
When you’re trying to avoid inbox exhaustion, here’s the golden rule: use common sense. If you don’t like to get multiple e-mails from the same company, day after day, then don’t send them. Avoid filling someone’s inbox with multiple marketing messages within a day. Be patient rather than overbearing. If you have a good offer and clear message, those who want to will take action.
Sales and Marketing guru for eConnect Email, an email marketing software company. When not working she enjoys spending time with her son Jack, cooking and working out. You can follow her on twitter @eConnectEmail