11 Jun How Often is Too Often? (Answering Questions About B2B Emails)
How many times have you unsubscribed to annoying emails?
Think about it. You have probably unsubscribed to numerous lists over the past decade, but what made you decide to end contact with that company? Did they email too often, or were the messages simply irrelevant?
As a digital marketing agency, we are often asked how often to send B2B marketing emails. Here’s our best answer. There is no one-size-fits-all solution to your email marketing needs. Each B2B business is different, and that should be taken into consideration when deciding on email frequency.
Although there might not be one-size-fits-all solution, we can help you find your unique answer. So we came up with some tips to help you through your email marketing struggles.
Decide on your goals.
What do you want to accomplish with your marketing messages? Do you want to spread awareness of your company, compile potential leads, or increase sales? Decide on your purpose before doing anything else. These goals will help you decide on a time frame for sending the messages as well as who to send them to.
Consider the recipient.
Think about who you are emailing and why you are emailing them. Does this customer buy once a month or annually? If you have two significant groups, segment those email addresses into two separate lists and prepare specific messages for each list. This way you can reach people at different stages of their buyer journey. For the monthly buyer, you could send bi-monthly messages with deals. For the annual buyer, you could send monthly updates. List segmentation is often described as one of the most difficult email techniques to implement, but it also offers better results.
Content is key.
You don’t want to just send messages about sales or deals, and most customers don’t want to hear about your business trip to Miami. So make sure what you are sending them will benefit them. Be relevant. Be awesome. Send them a compilation of your recent blog articles or a holiday e-card from your team with original photos or videos featuring your staff.
Consider behavior based emails.
These messages are sent based on the behavior of a customer. If they read a certain blog post or download a specific E-book or engage with your brand, they start to receive an automated string of messages. It is a great way to keep consistent and specific communication between you and the customer.
Measure and analyze.
Ultimately, the first few months are going to be test runs. Be sure you measure and analyze the results from each email to see what is working and what isn’t working. You are going to be looking for open rates, click-through rates, unsubscriptions, and anything else to measure what your customers are responding to.
Change it. If it isn’t working, change it.
Every B2B business is unique, and the email campaign should be as well. If Monday’s email shows consistently lower engagement rates, change to Tuesdays or Wednesdays. Try emailing mid-morning instead of earlier in the morning. Don’t be afraid to try different things.
Bonus: We recommend sending B2B emails at least once a month. While we stand with our previous statement about uniqueness, you want to be remembered. Bi-annual emails are not going to keep you in the minds of your customers. Just be sure you always have something important, engaging and useful to say.
We hope these tips help you formulate an effective B2B email campaign. For more awesome email marketing info, check out our other blog posts.