Email marketing is a critical part of any marketing plan. However, based on the type of lead you’re attracting, the frequency with which you should be sending out email marketing communications may vary.
So what is the best approach for email marketing?
There are three primary things you need to keep in mind when determining how often you should be sending out these important marketing messages. These are;
The Purpose Of The Communication
The first thing to consider is the purpose of the communication. You can’t achieve the objectives of your email marketing campaign if you send out too many messages and lose your audience. You want to make sure that each message you send is relevant to and brings value to your target audience.
If you’re not sure what the purpose of the email should be, ask yourself questions about;
- Where will the reader be at this point in the buyer’s journey?
- What action can I take to move the reader closer to making a purchase?
- What is the main goal of this email?
- Who is the audience?
- What do I want the reader to do after reading this email?
- How will I know if the reader has taken action?
- What stops me from sending out too many emails?
Answering these questions will help you determine the best approach for your email marketing campaign. In addition, keep in mind that you may need to change the form and function of your email as you go along. So, always strive to make each email relevant and valuable.
Attracting, Retaining, And Activating Your Audience
The next thing to consider is attracting, retaining, and activating your audience. You can’t effectively market something you don’t have an interest in or, at the very least, aren’t aware of. For this reason, it’s important to find ways to;
- Attract
- Retain
- Activate
Your targets are the individuals, companies, or groups that you want to work with or do business with. Your job is to appeal to their interests and desires and make them interested in or aware of your product or service. One way to do this is with an email marketing campaign.
To successfully market anything, you need to understand the following;
- The demographics/psychographics of your ideal buyer (e.g., age, gender, education, hobbies, interests, etc.)
- Their needs and wants (i.e., what are they looking for?)
- How can you meet their needs and wants?
- The conversion funnel (i.e., where are they coming from, how are they finding your product/service, and what do they want next?)
- The buying cycle (i.e., what motivates them to act now?)
- The ideal customer (i.e., what do they want and need in terms of your product/service)
- The marketing approach you should take (e.g., what is your target audience, how do you intend to reach them, and what will you do once you’ve reached them?)
- The metrics you should track (e.g., sales, leads, etc.)
As a brand or business owner, it’s important to understand these demographics and psychographics if you want to grow your business. Knowing what drives your target audience to action is the key to creating engaging content for them. From there, you can nurture leads into customers and grow your business.
To make this process easier, use a tool like HubSpot to track all of these key marketing metrics and analyze them on an ongoing basis. Doing this will help you identify key performance indicators and take necessary action, if needed. In addition, HubSpot can automatically create and send out drip campaigns based on your business’ unique needs. So, if you want to send out frequent emails to attract and retain more customers, HubSpot can help.
The Timing Of The Communication
Another important factor to consider is the timing of the communication. You don’t want to send out too many marketing emails at one time because it may come off as spammy. Instead, you want to spread out your communications so that your target audience does not feel bombarded by messages trying to sell them something.
To avoid spam filters, make sure that you space out your emails so that they arrive at the inboxes of your audience members with a little bit of breathing room. For example, if you’re sending out a holiday or birthday email, wait until the end of the month or quarter to do so.
Deciding when to send out these important marketing messages is often a challenge for business owners and marketers. However, by taking the time to plan out a strategy, you can ensure that you’re reaching your target audience at the right time and that you’re not spamming people.