3 Reasons to Consider Sending More Emails
Many marketers are troubled by the idea of sending more emails to customers. Whether it's fear of being labeled a spammer or the inescapable pull of social media, it's imperative marketers reconsider the benefits of sending more email to customers. Take a moment to reassess your current email marketing strategies and keep the following three things in mind:
1. Customers genuinely want to engage with brands. Customers want to hear from the brands they love. That's why they've gone through the steps to sign up for an email list to begin with. Sending those customers the emails they've asked for with content, products or offers that they value is the best way to open up a direct line of communication with them. However, many marketers inundated with anecdotes that customers are being overwhelmed with marketing emails fear being labeled a spammer and therefore don't fully use email marketing to its capabilities.
Alchemy Worx found that the chances of a subscriber marking an email as spam is only one in 2,000. Customer acceptance and want of promotional emails actually seems to be gaining favor in the inbox. For instance, research from Merkle showed that consumers spending time with commercial emails was on the rise. Consumers spent just 17 percent of their time engaging with commercial emails in 2005, but that figure had risen to 30 percent by 2011. In comparison, time spent with personal emails over the same time period had dipped from 50 percent to 37 percent.
2. Every email is an opportunity to learn about the customer. Email marketing is the most direct way to reach a customer. A billboard, TV commercial or ad in a magazine is often very generic in order to appeal to a broad audience. An email provides the opportunity to communicate a message directly to a customer that has expressed interest in hearing from a brand. This is why so many email marketers seek to strike the right balance between segmentation, timeliness and value. Even if sending more emails means that a customer will actually click the unsubscribe link, that's OK. In fact, the brand has learned something valuable — that customer isn't the right audience for their direct messages, and resources can then be reallocated to other customers.
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.
Dela Quist is the CEO of Alchemy Worx, an email marketing agency.
Related story: Dela Quist on Increasing Email List Size and Frequency