Marketing Emails Work – But How Often Should You Send Them?

by Concept Marketing Digital Marketing Expert

According to research, the ROI on emails is 38:1, and some email campaigns get even higher returns. But how do you maximize your marketing emails? There are several ways – effective copy, attention-grabbing images, and personalization – but one that everyone asks about is frequency.

32% of companies send emails daily, while 41% send weekly. The other 26% send subscribers emails less often. Which is the right frequency?

Many companies have successfully increased revenue by adjusting the number of emails. We all want to maximize profits with emails without overwhelming customers. Having them unsubscribe undermines our goals. What’s right for your business depends on your customer base, your goals, and industry averages, and your digital marketing agency in Melbourne can help.

Looking at Industry Averages

You can learn a lot from looking at not only business email averages overall, but specifically at your industry. Your customers are the primary factor in how often you should send emails, and similar companies have similar customers. The data they’ve already gathered to determine email frequency can help you design your email campaigns, alone or with marketing agency services in Melbourne.

The average monthly emails sent differs by industry, as shown below:

Industry	Monthly Average
Agriculture and Mining	4.4
Business Services	2.0
Computers and Electronics	2.8
Consumer Services	3.5
Education	3.0
Energy and Utilities	5.1
Financial Services	2.1
Government	2.4
Manufacturing	3.0
Media and Entertainment	2.5
Non-profit	2.0
Real Estate and Construction	2.5
Retail	2.0
Software and Internet	1.4
Telecommunications	4.6
Transportation and Storage	6.2
Wholesale and Distribution	4.0

Business size also makes a difference in how many emails other companies send. 52% of larger companies (more than 500 employees) tend to send more emails daily. Only 21% of smaller companies send daily emails. 37% of both smaller and larger companies send emails weekly.

Creating Your Goals

Before you or your marketing agency services in Melbourne start an email campaign – or change one – make sure you have clear goals in mind. Those goals can help you determine the frequency of emails you send.

If your goal is to drive web traffic or purchases, more emails may be what you need. Some customers will likely unsubscribe, but a higher percentage will click through and potentially purchase.

What if you need to reach your customers quickly for updates or other important emails? In that case, you may not want to increase email frequency too much. Too many emails from one company can get overwhelming, causing customers to unsubscribe. If it’s important to your business that customers receive and read your emails, you may not want to send as many.

Learning Your Customers’ Habits

The goal of email marketing is to reach your customers. In order to do that, you need to pay attention to how often they purchase and when they purchase. For example, a shoe store has a different purchase cycle than a business software company.

Shoe and clothing stores’ customers purchase, or at least look, regularly. There is no set time of year that they purchase, and they can easily shop in the same store weekly or even daily. Because of this, the industry sends more emails.

Business software, however, is purchased less frequently. Most business owners only need updates and an occasional add-on or training. In this case, less frequent emails are usually more likely to succeed.

Whether you send updates, promotional emails, newsletters, or event invitations, the right frequency can maximize your click-throughs and sales. Work with a digital marketing agency in Melbourne to set up an email campaign that gets your customers the information they need when they need it.