How often should I send an email campaign?

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Some email marketers rallied by the success of their campaigns often want to send emails more frequently. It’s an obvious thing to want to do. Each time you send out a campaign you see a peak of visitors to your website and more sales, it’s natural to want to send more and more.

It’s good to be cautious however. If you’re not able to provide additional value to the subscribers in those extra emails, think carefully before sending more frequently. Email marketing is a fragile game to some extent and by focusing on your own needs rather than the needs of your subscriber, you’ll begin to take steps down the path where high unsubscribe rates, spam complaints and lack of engagement rule. The issue here is that by sending too many emails you’ll lose the attention of your subscribers and when you send that email, with the great offer, which used to get a great response, they won’t even take a second look.
When you consider that up to 50% of consumers tell us that spam is “email from a company I have done business with but that comes to frequently”, it’s really important we work out how often to send without harming the success of your campaigns.
If you decide that you need to send more, there are ways to do this, it does take more work but hopefully will allow you to send more frequently and have even more success.

Tips for sending more frequently:

Segmentation
This should be high on your list of priorities anyway, but even more so if you want to send more frequently. Segmentation is a very general term I admit, used in this context though we should focus on using the behaviour of your subscribers in previous emails.
If you send a general monthly newsletter with a range of offers and links, you can use the statistics obtained from this to better target your subscribers. Think of these as follow ups, if the subscriber clicks on a link to a particular offer or product, send another more relevant email just about that product or offer. Doing it this way allows you to send more frequently without annoying the subscriber, hopefully you will be beginning a conversation with the subscriber, focussing on sending more relevant emails which will encourage more engagement.

Remailing
This is probably the simplest option, takes little extra work, but should also be used carefully. Some email marketers resend an email campaign to those subscribers who haven’t opened the campaign. This can be a good way to go, but be careful, definitely don’t send to those who have opened already. Ensure you send at a different time of day. Also it’s advisable to acknowledge the fact you are sending again, include a subject line ‘Just in case you missed it’ or ‘Last day…’ it’s important to let your subscribers know that you are not sending indiscriminately, they may have noticed the email last time, just not got round to reading it.

Holidays
Christmas, New Year, Easter or any bank holidays are a good excuse to send an extra email campaign, without falling into the trap of irrelevance. This is a particularly good way of sending more frequently if you time sensitive offers around Christmas or Easter.

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