One of the factors when developing an email marketing strategy is determining the frequency of sending email to your prospects. You of course want to keep your prospects up to date on your products and service offerings, but too many mailings could irritate your potential customers.
Brian Massey of Conversion Scientist recently released the results of an “extreme email experiment”, where they chose a section of their mailing list to receive daily emails over a period of two weeks. The content of these emails linked to articles on the Conversion Scientist website. The results are interesting, in that there was a significant increase in the percent of click throughs from the emails, but also a significant increase in the percentage of recipients unsubscribing from the email list.
The optimal frequency of contact between you and your email list recipients will vary depending on the information you have to offer and the perceived value of that information to the recipients. If you have enough quality information to provide to your list recipients on a daily basis, then your recipients will value that information. However, if you’re sending the same information each time, it may be time to scale back your frequency to weekly touches.
The bottom line is that analytics can help you gauge the success of your email marketing strategy. If you’re looking to refine your list to more qualified leads, a slight increase in unsubscribes may be acceptable. However, if you see a significant increase in unsubscribes without an increase in clickthroughs or conversions, it may be time to review the frequency that you send out email.