More often or less often to send emails? Formula for success – Part 1

Frequency sent letters: how often is too often?

Email Marketing Success

Email Marketing Success

In email marketing there is always a question that sooner or later every business person asks: How often newsletter or information should be sent to the registered consumed? There is no correct answer. Everything is extremely individual to the target group of users, depending on: the season, the time limit for service or product, to new offers and new services.

 

Overall the company should build its marketing strategy to the aforementioned factors and not only to be able not to bother its group of users, but at the same time to direct it with information, what it’s happening and what are the innovations. To see clearly where are the pros and cons of low or high frequency of sending emails we refer to the story for Aviva Insurance Agency.

 

The insurance company Aviva received 48% increase in requests for home insurance and car by users not using their service. This caused the company to increase the frequency of sending emails with a little more information in the email attachments. This brought the company a lot of potential customers interested in various types of insurance. The company continued to increase as the volume of information and the frequency of released emails. Launched an e-mail for their promotions or new services. At one point not to stifle public only with dry information the company drops emails directed to the type of the property (house, car, etc.) and suggestions how to keep it intact and whole for a longer time. At the same time again triggered a slight idea that not everything can be made and it is better to make additional reassurance in case. Users of the insurance company accepted the idea and it was a kind of success for the company based on email marketing strategy.

 

More often or less often to send emails? Formula for success

More often or less often to send emails? Formula for success

However, studies show that what was applied by insurers and led to their success in other areas of business and other companies have been quite detrimental to email marketing. In studies of the statistical agency BlueHortnet reveals that a third of consumers absolutely don’t like the idea very often and even constantly sending information into their inboxes. The study find out that about 50% of people prefer to have the option of lowering the email notifications, than to unsubscribe bodily newsletter from a company. In this case, obviously it is better to dilute the frequency of sent emails to already registered users at the expense of clarity and presented idea, product or offer in your email.

 

More often or less often to send emails? Formula for success – Part 1

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