Optimal iQ Blog

Email Marketing - How Much is Enough?

Posted by: Jason Smith on 12/3/2010

One question that I get asked regularly about email marketing is "How do I use email marketing to its fullest potential without annoying my customers with too many emails?"

I decided this was a great blog topic right now as my inbox is filling up with emails from companies who want me to purchase from them for Christmas.  

Here are a few suggestions for using email marketing to its fullest without driving your customers to hit the unsubscribe button. 

1.  Make sure the messages you send are relevant.  Relevant doesn’t have to be a 20% off special.  It could be a valuable stat about the industry, a personal interest story that would resonate with your prospects, an announcement of things to come or even a request to get feedback on a topic.  

2.  If your email marketing tool has the capability you could ask your customers how often they would like to hear from you.  We have a client that sells used construction equipment; some customers want a message via email every time a new piece of used equipment becomes available and others would rather get one email with everything included at the end of the month.  It take a little more work to set up but you can satisfy both extremes in this way.  

3.  Finally, especially during the holidays you can use a traditional theme as an excuse to communicate daily.  For example, HP has created a Twelve Days of Christmas themed gift suggestion email.  They are counting down the days by revealing a different special offer for twelve days in a row.  This helps their emails stand out from the "Huge Percentage Off!" off crowd.  

As always, look at the analytics and then test, test, test.  

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