A recent conversation with some well-known folks in the space turned to the question about email frequency; but from the perspective of setting a floor – the minimum number of emails you should send folks on your list – rather than the maximum. Many eCommerce brands spend a lot of time worrying about too sending to many, setting frequency caps in the fear it will lead to disengagement or unsubscribes. However, without a floor this approach can lead to poor engagement.
So, in this article I will share some insights from the publishing industry, combined with best practices in email marketing, provide valuable lessons on finding the optimal frequency for communications.
Frequency and Customer Engagement
Many eCommerce brands believe they are sending too many emails without either conducting sufficient testing or having any sense of how many emails a person on their list receives on average. Were they to do that, by dividing the total number of emails sent by the mailable list size, they would find as I have in many, many cases -- the number is less than one a month!
In the publishing industry, all the data shows, increasing publication frequency significantly improves readership. For example, transitioning from publishing monthly to a weekly magazine may decrease per-issue readership but will increase total monthly readership due to more frequent engagement opportunities. In most cases the publication will be better off in readership and profit, despite the huge increase in costs. Editorial and production, print and paper. This principle, cost aside, also applies to email marketing, where higher frequency will generally enhance overall engagement by providing multiple touchpoints for customer interaction.
Engagement Over Frequency
Higher email frequency generally leads to increased engagement. Data suggests that more frequent communications result in higher opens, clicks, and customer interactions. Brands sending weekly emails often maintain better brand recall and customer engagement compared to those sending emails less frequently.
A practical approach for eCommerce brands is to set both a ceiling and a floor for email frequency. While avoiding excessive emails is important, ensuring a minimum level of communication is crucial to keep the brand top-of-mind. A weekly email can serve as a baseline, balancing engagement and avoiding email fatigue.
Lessons from Publishing for eCommerce
- Regular Engagement: Weekly emails help maintain consistent engagement, similar to weekly publications. This regularity keeps customers informed about new products, promotions, and updates.
- Content Relevance: Frequent communications allow brands to cover timely and relevant topics, keeping content fresh and engaging.
- Cumulative Engagement: While individual email open rates may decrease with higher frequency, overall engagement across multiple emails typically increases, similar to the cumulative readership of weekly publications.
Practical Recommendations
- Set Minimum Frequency: Determine the least number of emails a subscriber should receive. For many eCommerce brands, a weekly email is a good starting point.
- Monitor and Adjust: Continuously monitor engagement metrics and adjust frequency based on subscriber behavior and feedback. This iterative approach helps in finding the optimal balance for your specific audience.
Insights from the Industry
In my experience setting a minimum frequency is crucial. Brands that email their subscribers at least weekly often see higher engagement and better brand recall. Setting a minimum email frequency ensures consistent communication, which is vital for maintaining customer relationships and driving repeat business.
Conclusion
The publishing industry offers valuable lessons for eCommerce email marketing strategies. Concerns about over-communication are valid, but data suggests that higher frequency can enhance overall engagement. Establishing a balanced email frequency ensures sustained customer interaction, similar to how weekly publications maintain consistent reader engagement. By leveraging these insights and continuously testing, eCommerce brands can optimize their email strategies to achieve better customer engagement and loyalty.
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