By Anum Hussain @HubSpot
The email marketing landscape has changed. Most marketers are already on board with the importance of email marketing, and are working hard to refine the nuances of their strategy — including figuring out what the heck the right sending frequency is for their email campaigns. Does sending way more emails make you a spammer? Does sending less email result in potential revenue loss?
Well, it’s time to analyze both sides of the email sending frequency issue further by hosting another marketing debate. And here at HubSpot, we have two employees with very opposing views on this subject.
Dan Zarrella, our social media scientist and author of Heirarchy of Contagiousness, claims that sending more emails is better. Meanwhile Sam Mallikarjunan, inbound marketing manager and co-author of an upcoming ecommerce marketing book believes excessive emailing leads to list attrition. The two of them will battle it out, defending their opinions live on air, Friday July 13th at 1PM EDT. I’ll be moderating this marketing debate, pulling in your questions through Twitter via #MKTGdebate.
To get a little perspective before the debate takes place, let’s evaluate some important email marketing statistics that will help fuel this debate. Does any of this change your opinion on ideal email sending frequency? Take a gander!
1) Emails targeted to customer loyalty programs have a 40% higher open rate.
Every email marketer worth his or her salt knows that segmentation is critical to email marketing effectiveness. But this stat could contribute to both Sam and Dan’s stance on the issue. How? Well, if targeted emails have a higher open rate, that should enable you to send more emails to that group as they are more receptive to your messages that contain such well-targeted content.
However, this statistic could also indicate that the a high email sending frequency to an already engaged list doesn’t necessarily mean you’re deriving any added value from your efforts; after all, they’re opening, not necessarily clicking. Plus, you should also be trying to engage the segments of your list that aren’t already your cheerleaders — those involved in a customer loyalty program aren’t at a high risk of abandoning your company for a competitor. (continue @HubSpot)