Stop Spamming! Why You Should Limit Your Emails to Only Once Per Day as a Courtesy
Optimizing the cadence of your email campaigns is a sure way to grow your business.
We’ll cover how to determine what kind of email frequency is right for your specific leads.
The Problem with Mass Emailing
The end goal of every email campaign is to increase revenue. It is tempting to think that sending more emails will lead to more sales.
This is true to some extent. Sending an offer every once in a while is obviously better than never sending an offer at all.
But there is a point of diminishing returns. If you send too many emails your leads will get annoyed. They will mark your messages as spam, unsubscribe from your list, or ignore future correspondence. As a result, your revenue will actually go down.
As if that weren’t bad enough, you have to consider that large email providers track how their customers treat the emails you send them. If they notice your messages go largely ignored, they may decide to automatically put your outgoing messages in the “spam” or “promotion” folders.
In a 2018 study, this was the case in 24% of promotional emails.
This is prevented by finding the optimum email cadence, so that your leads are happy to read every message you send them and do not press Delete out of irritation.
So, What is the Ideal Email Frequency Anyway?
Let me start by giving you the fastest way to win at the email game.
Do not send more than one email per day.
How many emails you should send that best serves your business goals largely depends on the nature of your business.
An online fashion retailer with customers that shop every two weeks can send offers more frequently than a SaaS business with a “one payment for lifetime access” model.
In most cases, however, less is more.
It’s better to create email campaigns that deliver tremendous value than to send generic newsletters or impersonal sales pitches. Leads that show a lot of engagement are the exception. If a group religiously reads your emails and gets in touch frequently, it is obvious that your emails are of high value, at least to them. Emailing this group more frequently is likely to increase revenue.
How GDPR and CAN-SPAM Affect your Email Campaigns
The CAN-SPAM act and the European equivalent GDPR protect consumers against spam. As a business, you have to prove the prospect consented to receiving your marketing emails. That’s why a prospect always needs to give his consent while opting into your email list.
If you are reaching out to warm leads, be aware that if you can’t prove they gave you the consent beforehand (or that you have a valid reason to contact them), you are not compliant with GDPR. You also need to give them the option to opt out by clearly displaying that your email is an advertisement and listing your contact information (including your address). If you do not comply with these regulations, you may be subject to exorbitant fines up to millions of dollars.
You can send as many emails as you like as long as you comply with these regulations. However, it is recommended to be completely sure you are compliant before you send any email. If you’re looking for a compliance checklist, you can find it here.