As a digital marketer, email frequency is one of those factors that gets mulled over to the point of analysis paralysis. It makes sense, though. Perhaps more than any other type of digital marketing, email is the most personal.
You're serving your list of contacts content right to their inbox, where you may be among important work correspondence, emails from friends, notes from loved ones — and about a million marketing messages.
It may come as no surprise, then, that the average email open rate hovers at around 20 percent, depending on the industry, according to research by MailChimp. And click-through rates? You're lucky if 3 percent of those who open your email click on a link.
Many factors contribute to email marketing success, including aforementioned industry, the cleverness of your subject lines, your reputation among current customers and at least a dozen things that can't be quantified or qualified. But email frequency is 100 percent in your control. It's testable and can make a huge difference in your email marketing success metrics.
Frequency matters because if users feel bombarded by your messages, they'll either start to ignore them or unsubscribe. If you don't send enough, you fall off people's radar. It's a fine balance.
In this post, we'll focus on how you can strike the right balance with your audience and see healthy open rates and better overall email marketing performance.