Should I be emailing my customers everyday to stay top of mind?
I'm subscribed to several blogs. Most of them are emailing me everyday during the week with content. It keeps certain brands top of mind when I see them in my inbox everyday. I have a small subscription list that is growing gradually. Do you recommend I email them everyday or more regularly as well? Or does this only work for big brands?
There is absolutely no justification for any company or product to bombard potential or existing clients with information. Why? Well because:
1. Promotion Fatigue
If you are sending irrelevant stuff to an audience you will get promo fatigue where the audience would A) Unsubscribe or B) Add you to Junk List or C) Just ignore you. This means you will not get heard when you have something of value or of interest to them to say, hence you lose their trust.
2. Hey we have only just met!
I don't know if you take part in LinkedIn but one of the biggest issues in LinkedIn is people who send you a request to connect, and you in your innocence accept. The next communication from them is “Thanks for accepting, BTW did you know we are experts at, or do these widgets...?” and then start sending you direct mail. You know what the next button is that I reach for don't you? So in your case, I subscribe to a “Newsletter” or whatever you may call it, and the very next day I get an email, and then the next day, and the next and next. Sounds like stalking to me. You will not go past the 4th email if I was the recipient.
3. Scatter Gun
This kind of approach is like scatter gun shooting and hoping something falls out of the sky. You need to be using precision targeting in your marketing. You have all the tools you need at your disposal. If you are using MailChimp or Constant Contact they allow you to set up multiple lists and subscribers to select the subject they are interested in. This way your mailing list gets mailing that they are interested in or have shown an interest in. This means they will not get a mail everyday unless it is something the subject matter is of interest to them.
Having said all this, we subscribe to blogs and websites that are of interest to us due to our work or customer's businesses that we manage their marketing. Then we have a different mindset. For example we get daily emails about Data Network and Internet Security. This is important for us as the Internet and Website Management is our business. We never want to find out after our customers, as our customers look to us as experts and expect us to advise them accordingly. This means we can never have too much information. However, if this was about holiday rental or chocolate cake (BTW, I love chocolate & holidays!), I will not be putting up with being bombarded.
I am sure there are those who may disagree and sounds like quite a few people are proposing you should do it. Nevertheless, if you were paying me to give you advice in marketing, I would not be recommending this course of action.
No! Absolutely Not! This is a big big issue - when you email every day your message becomes stagnate! There isn't anything of value you are adding - let me explain further.
Literally, when I subscribe to something it is because I see value in what it is I am subscribing to. But for some reason, once I subscribe - emails show up every single day. When this happens to me, (I don't have time to read emails in entirety every single day) I actually place this person in my spam folder.
What has happened is that you have cheapened your image - your authority - your expertise. We are living in a very busy world - obviously, when someone purchased a product or service from you, or they downloaded an ebook or something of value (to themselves) they are interested in what you have to offer.
Yes, you should stay in front of your clients but in a constructive way. Even if you send out a newsletter once a month - you are now incorporating value in our emails and your clients will read it.
A few businesses - like Kim Komando and Social Media Examiner can and do get away with sending out daily emails - but for the most part you need to work on your reputation - your internet one - (the mass mailing sales tactic does not work for internet marketing!)
You have to cultivate friendships, value, camaraderie - you need to connect with your clients - so you need to make sure that you target your target audience.
Depends on your audience, and what you've got to say. Although having said that, even if you have a ton of awesome content to share I'd say that mailing to your list every day is too frequent.
In the past I've unsubscribed from some email lists for this reason. While the content may well be useful, there was just too much of it for me to stay on top of.
This is a great question without an easy answer. In my experience, I’ve found if I apply how I like to be “treated” as a consumer with my own clients and prospects than I get the best results. For instance, I recently purchased some clothes for my 2-year-old niece and have an e-receipt. There hasn’t been a day since that The Children’s Store has not slammed me with promotional emails. I’ve deleted every one of them, unsubscribed and won’t be shopping there again.
On the other hand, I’ve purchased a few things from an online child’s specialty store and even though they send emails multiple times a week. I always open them, check out what’s new and decide if I am going to act now or save it for a later day. Honestly, my Christmas shopping for my niece was done in July because they timed everything just right; for me.
I think you have to break your emails into segments; those who are hot leads, or at least warm, and those who have maybe abandoned the cart several times (cold leads or serial browsers). From there, you need to develop a plan of how often you’re going to reach out to them; what new information you can provide and how you can be of service (immediately solve a problem or a need…and you are in).
If you’re doing it solely for the purpose of staying in their sight…try blogging…if you don’t already. Use social media or do a weekly recap email. I love some of the one’s I get. The daily recaps, Houzz does it, drive me crazy and I delete or just completely unsubscribe.
Do you have marketing personas for your clients, prospects or leads? That will also help you decide whether a daily email is a good way of staying fresh in their mind. It should also be able to tell you when’s the best time of day to reach out. Everyone is going to be different.
In order to grow your business, you need to first build trust with your clients and prospects. You do that by providing them information that is relevant to them; establishing yourself as a subject matter expert and being judicious with what you share and how often. I’ve found this is especially true of email marketing. People don’t seem to have the same reaction to being hit over and over with the same ads on social media as they do on email. I believe that’s because they consider email to be more private.
Hope this helps; good luck.
Deana: I assume that ultimately you want to sell your readers some products or services associated with storybook albums. Assuming that is the case, you should flow out a content and promotion strategy that both builds your authority in the space as well as helps walk the user down the path from awareness to the purchase of the desired offering. The frequency of this should be driven by a combination of timing and user actions. Marketing automation helps in this process. If a user is taking the desired actions and they are a "warm" or "hot" lead, you can move them down the path quicker with more frequent communications (sometimes with multiple emails the same day). If they are "just" browsing, you can provide them with content less frequently. For "browsers" I like to offer a weekly recap newsletter that reinforces a brand and summarizes what they might have missed if they didn't stop by, but is not so in your face that the browsers become annoyed and unsubscribe. Also in your niche, you might want to consider building out a set of "How-To" SEO optimized videos. These are great for building authority and for driving traffic to your website. If you don't know what kind of equipment you might need to do this, you can download a free report on the topic at: https://accretivepartnerships.com/video-creation-toolkit-for-small-business.
Just my 2-cents. Hope it helps your thinking on the subject.
Good morning. If you have something compelling or of value to share with then then sure, but if you don't, I fear you might irritate them and it will backfire on you. The blogs you speak of are most likely companies with huge resources to produce super high quality information daily but there are only a very small handful (probably .00001%) of companies who are able to do this.
So for the small to medium sized business, I would go with a weekly or monthly email, just depends on how much compelling info you have for them and your business model. This sort of frequency will do the trick of staying top of mind.
Best of luck!
I would echo a number of responses already. Email every day is not needed. I can't tell you how many emails I've unsubscribe from because of the constant emails. I would prefer higher value less often. Focus on creating a powerful message and delivering it at the right time to the right audience.
Hope that helps!
Charlotte Chipperfield, Founder & CEO of Chipperfield Media.
With email marketing, quality is usually more important than quantity. Would you have enough value content to offer to your audience everyday? If it's just a short "checking in" email, your list may get annoyed and unsubscribe from your list quickly. Some may even mark you as spam, and it would hurt your chance of reaching more people in the future. Some email marking service will also suspend your account if there are too many spam reports or complaints. So for small businesses, I would recommend focusing on creating quality content instead of pumping out emails as fast as possible.
I'm going to let my argument stand with one simple question...
If you are not staying in front of them daily ...then who is?
Answer - Your competition!
Are you kidding me? ... This is the Internet. There are tons of people trying to reach your customers with there message and pull them away from you!
In fact I'm going to tell you to email them twice a day. Once n the morning and once in the evening.
The AM emails are intended to give value to what your services offer (No direct buy now verbiage - just helpful content) and your evening emails are the advertisement piece... short sweet and to the point click here to purchase or receive more info leading to the buy here promotional offer.
Also we must understand the open percentages of emails ... today they do not have time to read your material ... but tomorrow they might and if your not in there inbox where they live when they are ready... you lose out.
In my world of online / email marketing when I miss a day of emailing my list... I lose money. Period.
Short answer: no.
Longer answer: Develop segmentation based on user preferences and behaviors that will predict what content will resonate best with your customer base.
Two email programs that work well to generate engagement: Welcome series for new subscribers and news feed that updates subscribers on what's been happening over the past month/given time period.
Focus on content that you want to generate most demand (i.e. affiliate marketing efforts, unique content based on users, etc.) and customize email preferences for your users. Giving people options allows you to understand whether they want to be targeted daily or monthly.
Deana, in my opinion it does not work regardless of your size. If you are looking to engage people it's QUALITY NOT QUANTITY. After all, what good is top of mind if I think you are a pest? Let your creativity be your guide- strive to create and publish valuable material once every 1-2 weeks. Get a dialogue going with your readers. Remember, this is but one tool in you marketing tool box.
No. It depends on your business industry and purpose and the type of products or services you offer. There is also a need to identify the strategy of your mailing list. How,if possible, will you differentiate your emails or brand, or even, how would you like to be recognized as. Email your customers and potentials, whenever you see a need, you have valuable and interesting content to share, and with different purposes in mind first. Find a way to support them, a way for them to see your value. That is what count most. I have thousands of emails not even open, for time, for priorities, etc, but I keep the ones I expect to get something nice when I read it. Be it a motivational message, a nice experience, a discount in a prefer product, and a simple personalized hello. And when you get to connect in that level, it is easier to ask your people for support. A trick that can help here is having a couple of emailing list subscription forms designed in a way you get to know exactly what and why did they subscribed with you. What are they most interested in sharing and learning from you. Have a plan complemented with your social media strategy and other groups interactions.
It will help you honey.
Well, part of my work around wellbeing is helping people to manage their stress and that includes managing their emails. Most people are overwhelmed by the amount of emails they receive so I would say definately no more than once a week. I think any more than that and you will just annoy them - you will be on their mind but for the wrong reasons! Hope this helps.
Daily updates should be reserved for Social Media platforms, like twitter and facebook. If you have a daily message, you may want to encourage your customers to follow you on your social media channels.
Your email contacts are an important group within your customer base. Before you start emailing them regularity, you may want ask them how often they would like to be updated. Create specific lists for these groups, and provide them with exclusive deals, offers, and benefits for sharing their email address.
Your customers have trusted you with their email address. Don't abuse it or they will leave. Some may mark your email as spam or have your website blacklisted; which, can create even larger problems for your business future.
You have certainly generated responses - my immediate responses is also NO! I think about how I react to those that email me and I can conclude they may be in my mind but not with positive intent. I don't think it works for any brand to be honest.
If you email them everyday, what kind of contents will you be emailing them. The issue that comes into play is your subscribers feeling like you are spamming them. You would have to send actionable insight and helpful tips. Something that makes them feel like reading your entire email is worth it, and make sure there is a reason for them to click through
Depends on the audience and what you have to say. I generally email my list once a week. If I am running an event or a webinar, then I drop all other email content and just send the email related to the event or webinar.
I do not recommend sending emails everyday. Unless there is a very special offer expiring soon or you want to launch a sales campaign, refrain from doing it. The reason is simple - inboxes are getting fuller and fuller. To occupy mindspace of your readers, one high quality email a week is sufficient.
Who has time to sift through emails from every blog you may subscribe to? Definitely wouldn't get any work done if I consumed all that SPAM.
Excellent question and excellent answers! I completely agree with the responses against bombarding clients with unnecessary emails or other materials. Personally, my clients have the choice of subscribing to topics of interest and that's what they get.
Paul A. Fuanyi
President and CEO, Innovation Income Tax Services, Inc.