eNewsletters are a great way to keep in touch with your client base and maintain “top of mind” awareness. If you’re not already sending one out on a regular basis, you really should be.
But like any B2B marketing effort, a clumsy execution will do more harm than good. In addition to being well-written, focused, and chock full of WIIFM info for your customers and prospects, it needs to, well, not ANNOY them. Because the gold standard for a successful eNewsletter campaign is both a high open rate and a low unsubscribe rate. So how do you balance staying top of mind with not scaring off your subscribers?
There is no “Golden Rule” for email marketing
First you have to understand that the optimum frequency with which you send out your eNewsletters will vary based on a lot of factors – everything from your industry to the general temperament of your target customers. Some retailers find that three emails a week is their magic number – but most B2B organizations will find that their number is much lower. There’s no magic one-size fits all number – that means you have to roll up your sleeves and find out what yours is.
Do a test
One way to find out your sweet spot is to vary the frequency of your missives and watch your unsubscribe rates. You will need to be very disciplined and run several tests, possibly over a period of many months.
Send out a survey
You can run a more focused test if you ask your customers how often they like to be communicated with before you run the test. A simple, well-written survey can help you figure out the optimum frequency and the optimum content for your eNewsletter campaigns. Why should you do a test if you’ve already done a survey? Respondents can be unreliable when talking about their own preferences – use the answers as a jumping off point for further testing.
Once you find out the optimum frequency for your eNewsletter campaign, you can focus on the good stuff – creating an editorial calendar, coming up with offers, and crafting the right messaging.
About the author: Kate Headen Waddell is a strategic copywriter specializing in web copy, white papers, case studies, eNewsletters and other B2B marketing tools. You can visit her website at www.smartb2bmarcom.com.
What makes you hit the unsubscribe button?
What do you think is the max frequency a marketer can "get away with?"