How often should I email my marketing database?

Did you know that email marketing boasts an astounding ROI of £1:£36? That's the kind of impact you can expect if you start emailing as part of your marketing activity.

I’ve been talking about email marketing for businesses recently and one of the most common questions is about the frequency of sending emails. How often should I email my list? I’m not sure I can handle sending an email daily on top of everything I do for my business.

I’m going to walk you through my thoughts on how often you should send emails to make an impact.

First of all - I'm going to talk about marketing campaigns here, not automations. You can (and should) have a selection of automated flows running in the background that you don't need to think about. For example. welcome flows, abandoned carts, cross-sell, rewards, back-in-stock, referral emails, etc.

But for the purpose of this blog and assuming you’re new to email marketing, I’m going to focus on Campaign emails. 'Bespoke, one-off email that you craft for a specific purpose.

I would suggest you start with once a week. Eeek I hear you say.

Let me explain.

Your list is a group of people who have told you they are interested in your business. So one email a week reminding them of how you can help them, or the beautiful products they can buy from you should be a minimum. This frequency ensures you stay on your subscribers' radar without overwhelming them with too many messages.

Remember, email has a ROI of £1:£36 so it really is worth getting involved in, and if you are starting out you can email your superfans for free.

If you have a particular campaign, launch or event you're working towards you should increase this volume to daily.

But but but, if the thought of emailing once a week means you won't do it, start with once every two weeks, or once a month. Once you start building email into your schedule it gets easier. You have previous emails to use as templates and you also get analytics to see what is working with your audience so you can focus on those types of messages.

I know that running a business is time-consuming. However, with email marketing tools, and repurposing your content, you can schedule your emails in advance and use your messages across the different channels, allowing you to focus on other aspects of your business.

If you’re building a community on social media, please think about building a list you own alongside it. I hear so many stories about businesses losing access to their well-earned Instagram accounts. Imagine spending years growing your followers only to lose them overnight. Your email list is a business asset that you own and control. Unlike social media followers, your email subscribers are a dependable audience you can reach directly.

If you think you’re ready to get started on your email journey there are a few ways I can help you.

‘Done for you’ set up - Using Mailerlite or Mailchimp I will set up your brand kit, a landing page and a campaign template so you just have to log in and get started. Option to add in automated emails, such as a welcome flow.

 Insta to Email - I create a step-by-step plan to build a list from your Instagram Community. Generate a backup list should the worst happen to your Insta account.

Drop me an email for a no-obligation chat about how I can help you get started with email marketing.