Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close
Are You Guilty of Sending Too Much Email? Blog Feature

March 26th, 2015 min read

Are_you_guilty_of_sending_too_much_emailWord on the street is that you've been working pretty hard to build up a list of email subscribers.

Congratulations. This is no easy feat. 

But do you want to know what is easy? 

Losing them. 

And with email inboxes beginning to resemble the type of disorder you'd expect to see at the DMV, subscribers are quick to nix the emails that appear more intrusive than valuable.

To help you strike a balance between too much and not enough, we've turned up some data and a few actionable tips to put you on the right path. 

Why People Subscribe:

  • Support a business/nonprofit I like (15%)
  • Show others that I like/support (25%)
  • Desire to stay informed on an ongoing basis (26%)
  • Gain access to exclusive content (26%)
  • I'm a customer/supporter (37%)
  • Take part in a specific promotion (39%)
  • Receive discounts and special offers (58%)

Why People Unsubscribe:

  • Too many emails from the business/non-profit (69%)
  • The content is no longer relevant (56%)
  • The content wasn't what I expected (51%)
  • I am no longer a customer/support of the business/non-profit (48%)
  • I had a bad experience with the business/non-profit (42%)
  • I needed to cut back on the emails I received (34%)
  • I heard negative comments about the business/non-profit (19%)

(Source: Chadwick Martin Bailey)

How Much is Too Much?

To determine the proper frequency, we turned to the reputable email marketing company, Campaign Monitor, for some data-backed insight.

Campaign Monitor analyzed over 2 billion emails to turn up some valuable insights regarding the optimal frequency for email initiatives. According to their findings, businesses that send over 5 campaigns in a 3 month period with under 25,000 subscribers see the highest open rates on their first campaign. 

The data also demonstrated a 44% unique open rate for their 6th campaign, which serves as a correlation between an increase in unsubscribes and a decrease in overall opens. 

email-graph

So what's the ideal frequency?

Their data serves as enough grounds to suggest that sending an email every two weeks is ideal in terms of engagement. 

While we value this insight, it's important to note that your email frequency is largely dependent on the behavior of your customers. So to help you determine the right frequency for your specific business, we've come up with a few suggestions to point you in the right direction. 

3 Ways to Determine the Right Email Frequency

1) Ask Around

When it comes to determining the scope of topics we cover on our blog, we often turn to our subscribers for guidance. Why? 

Well, why not?

After all, our subscribers, like yours, are the driving force behind clicks, opens, views, conversions, and shares. If we're not writing content that aligns with their needs, we want to know about it. 

The same can be said for your email marketing strategy. If you want to ensure that your subscribers are comfortable with the amount of email they are receiving from you, poll them. 

Not only will this help you streamline your approach, but it will also help you to gain the respect of your subscribers, as it demonstrates your commitment to their satisfaction (valuable data and brownie points!)

Pro Tip: Looking for an easy way to issue a poll to your subscribers? Check out Three Cents. This iPhone app makes it ridiculously easy for anyone to piece together a poll and start collecting insights in minutes. 

2) Dig for Patterns 

To guide your future efforts, consider dipping into some of your past campaigns to analyze your subscriber's behavior. 

In doing so, you'll want to look for drop off patterns in terms of open rate and click rate to determine where subscribers begin to lose interest. Another metric to keep tabs on is the overall conversion rate, as this will help you generate an understanding of the point in which subscribers decide that they don't want to take the next step. 

Let's say that you launch a campaign that enlists five canned emails, and determine that after the first three, there was a significant drop off in terms of engagement. With this information in tow, you can then adjust the frequency of your next campaign and focus on creating three action-packed emails as opposed to five. 

3) Try the "Hot Potato Effect"

"Imagine taking a steaming potato out of the oven. As it singes the hair on your hand, you’re forced to throw it back and forth between your hands. However as time goes on, the potato cools down and you don’t need to throw it back and forth as often," explains direct response copywriter, Jeremy Reeves. (Source: CrazyEgg)

In terms of email frequency, your prospect's need for communication parallels this progression. In other words, right off the bat the need for back and forth communication is high and it cools down over time. 

With that said, Reeves suggests that you model your frequency in accordance. For a clear picture of what this looks like, check out this chart:

Email_frequency_chart

If you don't have a ton of past campaigns to base your approach off of, this is a great place to start in terms of experimenting. 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE