How Frequency Drives Email Marketing Success
After marketers determine balance and preference, they should turn their attention to content, frequency's third variable. Content directly influences how subscribers interact with brands. A recent study of top-performing email campaigns found that subscribers prefer different types of emails at different frequencies. By being intentional about what information is sent when, email marketers can improve engagement. Marketers need to understand the four different types of email frequencies: daily, weekly, monthly and triggered.
- Daily emails should include time-sensitive deals to encourage immediate action. Like a newspaper, their benefits come from timely updates. However, when not used to encourage immediate action, daily emails can disengage subscribers with their overabundance and redundancy.
- Weekly emails should offer deals that last for longer periods of time. Also, since 74 percent of weekly email opens occur within the first 24 hours of subscribers receiving them, marketers can use them to reach consumers who may be disengaged from daily emails because of their high frequency.
- Monthly emails should be content driven. Because these emails come less often, marketers can use them as an opportunity to create a voice for their brand. Like a company newsletter, this voice can offer more than just overly promotional product pushes, such as information about industry trends relevant to the brand.
- Triggered emails should be responsive to subscribers' actions. When consumers complete a transaction, visit a website or abandon their online carts, triggered emails can automatically deploy to engage them in real time. Here, content should be personalized to the individual action and the individual consumer.
Moving forward, marketers can improve the frequency of their email campaigns with a better understanding of how balance, preference and content influence subscriber engagement. These three variables play an important role in the success of email marketing. However, when left unchecked, each can turn potential customers into brand objectors.