Less emails mean lower brand awareness
Specialists want to warn companies that reducing contact can lead to lower brand awareness. This is also niche and customer specific – but how often customers like to receive newsletters?
If you ask individuals if they get too many emails, almost all will say yes. But this data doesn’t reflect our perception. After all, none of us admit we’d ‘like’ more adverts on TV.
Marketing Sherpa has a proof – according to their research, customers prefer hearing from brands on a weekly or less frequent basis. Please have a look at the chart below:
How often should you send newsletters?
It depends on your target audience – and your niche, Ecommerce experts agree. After all, a fashion brand is going to have more regular news to share than a web designer. But don’t assume that fewer newsletters automatically lead to better results. This has some risks too, just have a look below.
Sending not enough emails:
Sending too many emails:
See how others brands do email marketing
Sean Duffy from Toptable tells of the results of his recent experiment. His default newsletters were being sent twice a week. In order to try a different approach, he decided to start sending emails 1 x a week to half of the new subscribers.
After a month he discovered, that a group receiving two emails per week showed higher engagement: open rates were 86% higher and unsubscribe rate 57% lower.
However, the conversion was better in a group getting 1 email a week – in fact they have made 14% more bookings than the other groups. That proves you have to test different tactics to find a formula that is going to deliver the results you’re after.
Here’s what you should do next:
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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