Knowing the right number of emails can be very difficult, especially when experts suggest you to communicate more with your customers. However, this is just a marketer’s perspective. Take a closer look at customers, and you’ll realize the need to send more emails. However, remember that no rules are etched in stone when it comes to the frequency of promotional emails. You need to find your own sweet spot.
Look at your competitors, and see how many emails they send in a week. Also, check their return-on-investment, and consider learning from them. However, do not blatantly copy their strategy. They may be sending more emails because they have a huge number of subscribers or because they have a specific goal. Your strategy should be customized for your needs. The number of emails you send largely depends on what you’re offering to your customers.
You should know the goal of your email. Are you trying to make people purchase a product, or are you trying to make them fill out a form? According to reports, your first email has the highest CTR, which means you have one chance to make it right. Try to come to the point in the first email, unless you’re building curiosity.
It is important to understand the fundamentals of engagement. If you have low engagement rates, you may improve your customer engagement rate by increasing or decreasing the number of emails sent per week. Engagement is basically getting your desired result out of an email. You need to be sure of the purpose of an email before you send it. Not all emails are sent with purchase intent. Some emails can be non-promotional, just to add goodwill. However, make sure all your emails add value to your readers. Do not send an email that’s spammy or does nothing for the user.
Having one answer to this complex question isn’t possible since businesses are different with different goals and clients. You need to stick to the testing approach and see what works and what doesn’t work for you. A/B testing can be applied as well, but remember to pay attention to all important figures.