Insight Email Overkill – How Much Is Too Much (Or Too Little)?

Insight email frequency is a matter of much debate among email marketing experts. Some believe sending more emails is always the better option. Others believe sending excessive emails can lead to list atrophy by way of unsubscribes and even Spam marking.

Who is right? How much insight email is too much? Could you be sending too few emails? 

Well, let’s start by looking at the main reasons people choose to unsubscribe from an email list… 

5 Reasons For Email Unsubscribes

1. You’re Bombarding Subscribers With Messages – Inbound marketers sending emails with any sort of frequency (particularly those sending more than one per week and/or not on a set schedule subscribers have come to expect) should perform extensive A/B testing to figure out the right quantity of emails you should be sending per day, week, month, etc. SugarBush can help you perform this testing and ensure your send frequency is just right.   
   
   
2. Your Subscribers Don’t Know Who You Are – Sometimes, subscribers opt-in to an email list and almost instantly forget doing it, or someone else signs them up. One of the main reasons they forget, is because you don’t send email enough to keep your name relevant in their minds. If you’re concerned this might be the case, make it a point to reintroduce yourself, so to speak, by sharing the latest goings-on at your company, your newest products and/or services, and make sure you relay information that reminds them why they signed up for regular updates from you. Oh yeah, and make sure you send updates on a more regular basis moving forward.
   
   
3. Your Emails Aren’t Worth Opening (Or Able To Be Opened) – Just sending a quick message with a dull stock image and a little CTA button isn’t going to cut it with today’s more demanding audience. Content is kind – be it blog posts, innovative tips and tools, video, GIFs – it’s all got to be aimed at solving problems for your consumer and at the very least, grabbing and holding their attention. Do your emails do that? And, while we’re talking about opening email, remember the blog post where we talked about optimizing emails for both HTML and Plain Text? Make sure you’re doing that too – so the emails can be viewed on any device, anywhere, no matter what. 
   
   
4. Your Subscribers Didn’t Ask For All Emails, Just The One Please – This is where the highly customized email opt-in form serves your company well. If yours is a company that sending out a whole variety of emails, from sales announcements to company news to event invites and then some, you should allow subscribers to opt-in via checkboxes for only the emails they wish to receive. And, if they change their minds and want to hear less or more from you, those settings should be easy to revisit from any future email from you as well.
   
   
5.  You’re Not Sending Insight Emails – Are your emails personalized and customized to the recipient? Personal touches are the difference between satisfied subscribers and those that send your messages straight to Spam. When a subscriber first signs up, make sure you know their names, what they’re interested in receiving from you (see #4) and tell them what they can expect to receive moving forward. Act on qualified leads by sending them relevant emails with applicable services or product offerings to move them along in the funnel. Connect them with a sales rep and have a personal message sent. Do whatever you can to make the email messaging less cold and impersonal.  

So, how many of these insight email infractions are you guilty of? 1? 2? All? Don’t worry – all is not lost – not even those who may have already chosen to unsubscribe. In fact, continue reading the next blog to learn how to make sure subscribers stay in the fold for many months and years to come.