Email generates $42 for every $1 spent.
Read that again.
Email marketing generates a 4,200% return on investment.
I had a whole list of additional statistics I was going to share here. I was going to talk about how email builds brand awareness and how it helps you stay connected to your audience... but I think I've proved my point: email marketing is one of the best ways to grow a digital brand.
Now it's time to figure out how the heck email marketing works.
We've got several blogs all about email marketing (click the link above), so we're just going to focus on this question: How frequently should I send marketing emails?
Send out too few emails and people will start to forget about your company.
Send out too many and they might get annoyed.
You get the idea.
For the purposes of this post, we're going to make a few assumptions:
Now, when we think about ongoing email marketing, it's a bit like tending to a garden. You need to nurture and cultivate your list over time. When you nurture your list, there are two primary ways to do it.
One-off campaigns are manually sent or scheduled by you. They're typically timely or seasonal and can reference other things that are happening the day they're sent.
You might think about this like a newsletter. It contains relevant links or passing notes about your day or week.
Unlike a one-off campaign, a nurture series is automated and evergreen (ie, it can be read at any time and still make sense).
When you create a nurture series, you're adding emails to the end of the series and different audience members will recieve the emails based on when they entered your list.
A nurture series is great for helping you develop a relationship with your list over time and will allow you to create a lot of content and schedule it out.
Whether you're sending a one-off campaign or you're setting up a nurture series, the goal is simple: build a long-term relationship with your customer.
To do this, we need to email them content that's valuable and helpful.
Here are some email content ideas:
You get the idea.
The answer to this question is going to be different for every business. I wish I could give you a solid number, but the truth is that it depends on your business, your product, and your audience.
That said, there are some general guidelines we can follow:
Lastly, I want to share a few mindset shifts for you as you nurture your list. Nurture emails sent over time need to be approached differently than a sales series.
When you're writing your emails, try to write in such a way your customer actually replies to you. Ask them questions, start a conversation, and encourage engagement.
The goal is to get to know your customer and build a relationship with them. You can't do that if you're emailing them one-way messages all the time.
When you're emailing your list, it's not always about making the sale. In fact, most of the time, it shouldn't be about making the sale.
Your goal with email should be to build a relationship and create rapport with your list. If you focus on providing value and helping them, the sales will come eventually.
When it comes to email marketing, you need to think long-term. It's not a sprint, it's a marathon.
You're not going to see results overnight and you're not going to make a sale with every email you send. But if you keep at it and focus on building a relationship, you will see results. Promise.
Digital marketing is all about relationships. You need to build trust with your customers in order to convert them into buyers. And the best way to do that is by sending them helpful, valuable content on a consistent basis. How frequently you email your list will depend on a variety of factors, but remember that it's more important to be consistent and helpful than worry about the frequency you send your emails.