How Much Is Too Much Email Marketing?
I’m sure you have one or two stories about breaking up with someone. Friend, family and work breakups count because a breakup is always a breakup, and it hurts the same.
Now, from your own experience, answer honestly: Did any of you break up because it was too much of a good thing, or was it because it didn’t work? Well, the same thing happens with too much email marketing.
In my experience, we can never get enough of good things. Like for example, telling our children we love them. Or hearing, “I love you”, from the people that matter to us. That’s the perfect spot to measure how much is too much email marketing.
Understanding Your Email Marketing Campaigns… From Your Subscribers’ POV
Breakups don’t mean the same for each person going through it; your email campaigns have a different meaning for you than they do for your subscribers.
So it makes sense that too much email marketing has a different meaning for you both… if something like too much of a good thing actually exists!
But let’s check some interesting facts before jumping into the tips that will help determine if you are emailing too much.
Fact 1: Your Email Marketing Campaigns Represent Numbers That Only You Care About
I’m confident here when I tell you that there isn’t such a thing as too much email marketing… as long as you offer quality content that adds value for your subscribers.
It’s proven: If you ask any of your opt-in subscribers how many emails did they receive from you in a week or even on a specific day, let’s say, last Wednesday, they won’t be capable of telling you the exact number.
So keep this in mind: You’re the only one who knows how much email marketing campaigns you ran during the last month… even if you need to check your email platform reports to be 100% sure.
What’s reported as too much email marketing will vary from one subscriber to another, and from sender to receiver. This leads me to the next fact.
Fact 2. Your Subscribers Measure your Proposal in Terms of Added Value for Them
Again, numbers don’t mean the same for you as for them. Beyond metrics and unsubscribing rates, what is the real amount of clicks, opens, and unsubscribes are you experiencing?
Beyond what your statistics mean for you and your business, they only are abstractions with no particular meaning for your subscribers. That’s why your email marketing campaign MUST include a valuable offer for your subscribers. That’s the real measure for them.
Test this out for yourself: Conduct a short experiment of increasing your email marketing frequency, some with a valuable offer, others without it… and see what happens next. And please, share with me your results and impressions!
Fact 3: Too Much Email Marketing For Your Subscribers Actually Means “It’s Nothing Personal”
Here I invite you to wear your subscriber’s shoes. It won’t be difficult because your own inbox is most likely flooded with offers, discounts, invitations, notifications, and similar emails. So, what you do next? Start filtering.
You will open those that you need to read, keep for “reading later” those that called your attention… and get rid of those that at first glance offer nothing valuable for you.
My point here is that most people unsubscribe from emails because of the volume of their inbox and what’s valuable to them at the time… and not because of you. So, there’s nothing personal here, it’s just a matter of economy.
The key is to offer a catchy and valuable proposal for them in every subject line.
Fact 4: Unsubscribing Is Always Their Last Resource
Let’s suppose that yes, some of your customers think they’re receiving too much email marketing from you. Unsubscribing should always be an option available for them. However, statistically, they will only do it as a last resource.
In most cases, instead of specifically opening your emails with the express purpose of unsubscribing from your list, they’d rather select a bunch of unopened emails directly from the inbox, and send them to trash. As simple as that.
Again, there’s nothing personal here against you or your email marketing.
Even if they unsubscribe as a last resource… it’s their last resource, not yours! You can always reach out to them through other means.
Fact 5: Recycling Email Messages Will Not Harm You
Chances are that some of your mails will disappear in your clients’ inboxes. It’s just a matter of statistics and common sense. So, resending some of your best offers is always a good idea, besides it helps you to save time and effort.
5 Tips To Think About When The Too Much Email Marketing Monster Attacks
After reading those 5 facts about what too much email marketing means, hopefully, you realized that this monster is just in your head. Now let’s talk about how to neutralize it, ok?
Always give people the option to unsubscribe
For common courtesy and respect, you must always provide a way out… Besides being required by most reputable email service platforms, giving this control to your customers is a good practice that reflects your professionalism.
Narrow your lists by interests
If like me, you have different products and services, it’s also a good practice to organize your email lists by interest areas. Not all your subscribers are interested in the same options you offer and not all of them have the same profile and capabilities to buy them.
Increase little by little the amount of your email marketing and see what happens
If after all you’ve read so far you’re still skeptical about how much is too much email marketing, then do it gradually. An extra tip here: Be sure to measure your results after issuing each campaign.
This simple practice will provide you insight and the extra dose of confidence you need to set the right amount of messages to send in your email marketing campaigns.
Use a double opt-in process to get the best prospects for your email lists and sales funnel
Double opt-in consists of adding an extra step to the email subscription, which asks the users to verify their email address before moving on to confirm their interest.
This simple practice makes your lists more effective as they are based upon the express interest of their subscribers, which at the end is what you actually are looking for.
Check constantly your suppression lists
Your suppressions list actually keep you from sending your best offers to dead-end subscribers. You can create as many suppression rules as you need to refine your email lists and reach the best opt-in leads.
An Extra Tip: Share Good Content and Do It A Lot!
BONUS LIST: When is the Best Moment to Send your Email Marketing?
As a good example is the best sermon, here I leave a question list with answers to help you choose the best moment to send your email marketing:
What are the best days and times to send your messages?
According to 14 studies driven by different platforms and compiled by CoSchedule Blog, the best days to send your emails are on Tuesdays, Wednesdays, and Thursdays.
Here’s a breakdown of the best time options:
|1||Tuesday at 10 a.m.||5||Thursday at 10 a.m.||9||Wednesday at 10 a.m.|
|2||Thursday at 8 p.m.||6||Wednesday at 8 p.m.||10||Tuesday at 8 p.m.|
|3||Wednesday at 2 p.m.||7||Tuesday at 2 p.m.||11||Thursday at 2 p.m.|
|4||Tuesday at 6 a.m.||8||Thursday at 6 a.m.||12||Wednesday 6 a.m|
What other things should I keep in mind when scheduling my emails?
Other best practices you should take into account before launching your email marketing campaigns include:
- Setting Autoresponders
- Checking your statistics and tweaking your frequency as needed
- Offering different content beyond webinars and gated content, such as:
- Customer testimonials
- Product demonstrations
- Thank you messages, etc.
These aspects add an extra layer of confidence to keep you safe from “too much email marketing” insecurities while reinforcing your email marketing success rate.
How Much Is Too Much Email Marketing?: Making It Work For You
As you can see, letting go of the fear of sending too many emails and determining how much is too much email marketing starts with a shift in your perspective.
If after reading these 5 facts and tips you still feel a bit challenged about how much is too much email marketing, we can work together to eliminate your fear so you start getting more eyes on your content and offers.
Remember: There isn’t such a thing as having too much of a good thing… especially if it works for you!