Know Who Your Clients Are When Sending Them Emails
When sending clients or potential clients promotional emails, you don’t want to be a pest, but you also don’t want to be a stranger. We often ask ourselves, “How many emails are too many? When is the amount of email sent not enough?” People have differing opinions on this, but MarketingSherpa, a research firm specializing in tracking important marketing statistics, conducted research asking more than 2,000 people in the U.S. to see what they thought about email marketing in hopes of clearing up this debate.
The national survey revealed that, contrary to popular belief, people do not consider promotional email as spam. In fact, a whopping 91% want to receive this type of information, including discounts and newsletters.
Another important myth that the survey debunked is the fact that the vast majority of affluent Americans – 96% earning $75,000-$99,000 and 92% earning $100,000 or more – “were more likely than the average American to want to receive promotional emails.”
The $10 million question to ask yourself to assure your email campaign is moving in the right direction is, “How often do people want to hear from me?” If they receive too few or too many emails, they could become disillusioned and more likely hit the delete button.
Daniel Burstein, Director of Editorial Content with MarketingSherpa, stated, “If you’re sending daily emails to people who only want monthly emails, they are likely to unsubscribe or mark your email as spam. Likewise, if you’re sending monthly emails to the 15% [of the people] who want daily emails, they will feel underserved, and there will be a void that might be filled by your competition.” The resolution is not to find a happy medium but to be as precise as possible.
To retain and attract new clients, and make as many people as happy as possible, Burstein cannot underscore enough the importance of segmentation: basically finding who wants what and when. Shedding light on this can render benefits for everyone.
Here’s his advice:
- Have several email options available when clients opt-in to receive email. When they select more options, they will receive more email, which increases your chances of attracting more business.
- Be straightforward with your clients. State how often this information will be sent to them.
- When clients opt-out by clicking on the unsubscribe link, try to ascertain if they would instead consider receiving less email.
- Test various frequencies of email to determine how each affects the bottom line.