3 Reasons to Consider Sending More Emails
3. More emails means more revenue. It's undeniable that subscribers who do go on to make a purchase are really what email marketers are after. Alchemy Worx research showed that subscribers who received an increase in emails were actually engaging more and, most importantly, more likely to make a purchase. For a list of 1 million subscribers, the potential additional revenue of increasing from four emails to eight emails per quarter was as much as $3.1 million. The potential loss due to unsubscribing? Less than $30,000.
In fact, the same research showed that brands that increased the frequency of communication also increased the number of opens and clicks they received, and in turn generated more revenue. By sending just one additional email to your list per month, you could achieve close to 2 million additional opens and about 175,000 additional clicks (for a list of about 5 million subscribers).
I'm not recommending that every email marketer immediately begin sending twice as many emails without adding any additional value, but they should begin exploring a strategy to increase the number of emails over time. In fact, evaluating email regularly over time is key for any effective email program. Regular, valuable communication with customers over time means that when they're in need of a product or service, the company sending more of those messages is going to be top of mind and ultimately win the sale.
Research says send more emails
Over time more emails can bring in more revenue and build stronger relationships with customers. The key is to find the right mix of segmentation, value and timeliness. If a customer gives a brand access to their digital home — the inbox — email marketers need to be prepared to genuinely engage and provide regular, meaningful messages.