It isn’t uncommon for companies to suffocate there mailing lists with far too many pointless emails, but sending too little creates unfamiliarity and leads to recipients ignoring the message. There is a fine line when it comes to sending out emails. The repercussions of annoying your mailing list could be devastating to your email marketing campaign. Here are a few things to keep in mind when deciding the appropriate times to send out an email.
What is in your email?
Does your email contain useful knowledge for the customer or are you just trying to remind them you are out there. Although you have to do both it is important to at least give the recipient some type of useful information when opening an email. A good example would be if you were sending out a survey to your list. This is very useful to your company enabling you to gather information and customer ideas, but you cant just send out a survey without providing coupons and expect people to respond.
Who you are sending your email too?
If you are sending to customers the frequency of email is higher than for others. You do not want to overload them with boring messages but most do expect updates in policy and procedure information. You can also send customers product or service updates and of course they would want to hear about different types of promotions as well as discounts.
Prospective customers are a little harder to figure out because there has been no development of a relationship. Everything you send to them must be beneficial and make a statement about the quality of your company. You have to remember not to send prospective customers too many emails or they will be turned off by your company. Finding a balance is important.
When emailing your sale channels or partners keep in mind that although you may annoy them, you shouldn’t worry about losing them. They expect you to keep them informed and updated on most things that happen within the company. It is important to email this group frequently because good communication is key to successful B2B relationships.
About the Author: Kurt is the Public Relations Manager for Kinetica Media, an Internet marketing company that works to harness the power of websites, email and search marketing for businesses so they can get and keep more customers. Visit www.loyalemail.com to see how their proven online marketing services can increase your customer loyalty & overall sales.
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