A good friend and valued client of mine asked me today, “What’s the best frequency for emailers?” My colleague was inquiring because one of their staffers, the one in charge of sending emails to supporters, loves to do it weekly. It’s great this person loves their job. However, they are likely doing more damage than good, turning people off from the brand rather than keeping them engaged.
We have to remember that communication = marketing. When done well, it’s a magnet. When done poorly, it repels and even drives people away from your entity. That’s not a situation anyone can afford! It’s certainly not why someone entrusted their email to you – it was to get timely communications on their schedule to keep them enticingly engaged.
Here’s one really useful article that tells us the dangers of over-emailing. “In one study 73% said that frequency was the main reason for opting out. Ouch!” Ouch indeed. And the primary pain is for your recipients, not you. Remember – your business is not about you, it’s about your customers. They aren’t always right though they are always first.
Making them first = segmenting who and how you reach them. Targeting your marketing may seem like ‘extra’ work – nothing could be further from the truth!
When we clearly identify our customers, and perhaps tiers of different customers, then we can hone in on and make very effective our methods of marketing to those specific segments, how and when they want to hear from us.
It’s the ultimate result of strong, smart marketing: the continued gift from them to keep listening and wanting to hear from you. Its up to you to figure out who, when, where, why, and how to market.
Flock shooting isn’t good for hunting and it’s sure as heck not good for marketing. You’ve got to Know Your Market; it’s the KYM concept I cover periodically.
This article confirms that less emailing, well-executed and planned out, can be more as well.
Yes, encourage strong regular communications. Yes, keep people engaged in their work, executing duties that make them happy. And when it comes to marketing, you must be in tune with your customers and what they want, when they want it. Otherwise you risk having them tune out.