How Often Should You Send Marketing Emails? The Right Frequency With WLNES Check
The Importance of Finding the Right Email Frequency
The social media gurus have been saying email marketing is dead for over a decade.
But email marketing is still a powerful way to connect with your audience, nurture leads, start conversations and generate conversions.
However, sending too many emails can lead to subscriber burnout.
And sending too few can result in obscurity.
Finding the right balance and the right frequency is crucial for successful email marketing campaigns.
Sending the right amount of marketing emails is a balancing act. According to a study sending fewer than six emails a month can result in open rates of less than 20%. Sending more than 30 emails a month can lead to open rates of less than 10%. Omnisend data shows that it's best to send 10-19 emails per month. So, three to five emails per week should bring optimal results. That's why the WLNES Check (Weekly Lead Nurturing Email System) is the ideal tool to add to your email marketing toolbox.
The key is to strike a balance between:
Staying top-of-mind and not overwhelming your audience.
Sharing promotion and information
Generic email blasts and personalize conversation starters
The Dangers of Sending Too Many Emails
Sending too many emails can have a negative impact on your email marketing campaigns. When you send too many emails, your subscribers may feel overwhelmed and unsubscribe from your email list. This can lead to a decrease in engagement rates and lower conversions.
If your subscribers feel like they are being spammed with too many emails, they may view your brand as unprofessional or annoying. People will start to ignore you, your message and brand. All of your lead generation efforts are a waste.
Wasted time.
Wasted money.
Much of this comes down to your specific style of email marketing, your industry, your producer/service and the timeline of the customers journey.
If the customer journey is short, buying a low ticket item, more emails in the beginning probably makes sense.
If the customer journey is long, high ticket, for example buying commercial real estate and the journey takes 18-24 months, you want to be consistent but not annoying upfront.
Knowing when your customer buys and where they are in that process helps you know exactly how often you should send marketing emails.
The Consequences of Sending Too Few Emails
On the other hand, sending too few emails can also have negative consequences for your email marketing campaigns.
When you don't send enough emails, your subscribers may forget about your brand and lose interest in what you have to offer.
This can result in lower engagement rates and fewer conversions. Additionally, when you don't send enough emails, your subscribers may not remember who you are when you do send an email, leading to a decrease in open rates.
How often should you send marketing emails is not a bad question.
But maybe a better question is would you rather be obscure or annoying?
Afraid of Following Up With Email Marketing?
I like what Jon McCulloch says about following up with leads and making offers.
"Not following up with them in case they object and unsubscribe is like holding your breath to conserve oxygen."
Finding the Sweet Spot: How Often Should You Send Emails?
So, how often should you send emails to your subscribers? The answer is, it depends.
There is no one-size-fits-all answer to this question, as the optimal email frequency will vary depending on your audience, industry, and the type of content you are sending. However, according to a study by Campaign Monitor, most businesses send between 3-5 emails per week, with Tuesday and Thursday being the most popular days to send emails. This suggests that sending emails 2-3 times per week is a good starting point for most businesses.
It's important to note that this frequency will not work for every business, or at every time. You will need to test different frequencies to find the one that works best for your specific audience and industry. By testing different frequencies, you can determine the optimal email frequency for your email campaigns.
Next, I'll show you ideas how to test.
Then I'll share the WLNES Check, so you have an exact email system you can use.
Tips for Testing and Optimizing Email Frequency
To determine the optimal email frequency for your email campaigns, there are several tips you can follow.
First, start by testing different frequencies. Send emails at different intervals and track your open and engagement rates to see which frequency works best for your audience.
Second, segment your email list. By segmenting your list, you can send targeted emails to specific groups of subscribers. This can help you determine the optimal frequency for each segment of your audience.
Third, pay attention to your engagement rates. If you notice that your engagement rates are decreasing, it may be a sign that you are sending too many emails. If your engagement rates are low, it may be a sign that you are not sending enough emails. Or maybe you'll just horrible at writing emails and people don't find your content interesting.
Finally, use A/B testing to optimize your email campaigns. Test different subject lines, email designs, and calls-to-action to see what resonates best with your audience.
*Quick note on A/B testing - Nebeel Azeez, a direct response copywriter, says, and I believe him, A/B Testing is a waste of time until you hit 5-7K+ Subscribers. And list segmentation is also a waste of time until you hit 10K subs.
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The WLNES CHECK (Weekly Lead Nurturing Email System)
The WLNES Check is flexible in it's execution but specific in the approach.
The main objective is start conversations.
If that doesn't happen, the second objective is to discover who is interested in your message.
With the WLNES Check you're send 3-5 emails per week, but your subscribers are only getting an email from you three times per week, because of segmentation.
The key to effective email marketing is striking a balance between staying top-of-mind and informing your subscribers without overwhelming them. To do this, you should provide a mix of promotional content, informational content, and personalized conversation starters. By segmenting your email list and sending targeted emails to each segment, you can ensure that each subscriber receives the most relevant content at the right time.
The Launch Email
The first email of the week is called the Launch Email.
This is where you'll introduce a new Macro piece of content for the week. Ideally, it's something you link to.
A video
A blog article
A long from social post
A podcast
Of course you want them to open the email, so you need a Catchy Subject Line. And the primary objective of this email is to get them to click. (You should be using an email software provider that tracks opens and clicks.)
The hope would be that your article, video or podcast is so helpful and has such a good call to action, that you can start a conversation from there.
Now, move on to step 2.
The Resend
The next email of the week is usually sent a day or two later.
The first step is to create your segmentation.
Who didn't click
Who did click
In group 1, who didn't click, you'll obviously have the did not open in there also. This will be a fairly big audience.
All you do here is change the subject line and resend the same email.
To group 2, who did click - you can do nothing or resend the email with "Was this helpful?" at the top. And change the subject line to re: (original subject line)
Move on to step 3.
The Espresso
The Espresso is a quick, short email. It should give a quick insight, remind the reader of something they already know but forgot or shift a belief.
Think of it like a tweet.
The real reason though is to:
A) Have the reader see your name again
B) See your call to action
You’re using the Rule of 7 to get closer to a new client. The Rule of 7 suggests that a potential customer needs to come across the advertiser's message a minimum of 7 times before they will take any action to purchase that particular product or service.
This principle was first introduced by the movie industry in the 1930s, and movie studio executives found that a certain level of advertising and promotion was required to convince someone to watch one of their movies.
The other benefit of The Espresso is giving a change up to your reader.
If every email is LOOONG or a link to click, they’ll eventually tire of your emails.
Mix it up. Give them something short and sweet, easy to read every once in a while.
Plus you still get to remind them of how you can further help them.
The Ice Breaker
The final email of the week is all about starting conversations. I firmly believe that conversions come from conversations. So the more conversations you can have, the more conversions you'll have.
The Ice Breaker email is simply an offer for a resource or asset you have that would be helpful to them. You ask them if they want it, and when they reply, the conversation has started.
Here's a good example of an Ice Breaker from Sharran Srivatsaa.
Inside my Leads From Content System, I give you 7 different Ice Breaker Templates.
Wrapping It Up
Email marketing is a powerful tool for businesses of all sizes, but finding the optimal email frequency can be a tricky science. By understanding the factors that affect email frequency, testing different frequencies, and optimizing your campaigns, you can determine the optimal email frequency for your audience and industry.
Remember, there is no one-size-fits-all answer to how often you should send emails to your subscribers. The key is to strike a balance between staying top-of-mind and not overwhelming your audience. By finding the right frequency, you can keep your subscribers engaged and interested in your brand without bombarding them with too many emails.
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