What's Your Take on Email Frequency?
Email is cheap, right? Email is also easy. Cheap and easy.
When something is cheap and easy, it’s easily duplicated. Rinse and repeat this cycle a few billion times a day and you end up with a CRM nightmare…
Clutter is every marketer’s primary opponent. Our challenge is to reach that reader with the right message at the right time. But that alone doesn’t ensure success. The variable we often take for granted is readership. When I used to sell newspaper advertising, I often quoted ”circulation” figures as if they were the gospel. For example, the Miami Herald used to deliver 400,000 copies of the paper every morning. Does that mean an advertiser’s message was seen 400,000 times? Of course not. Variables include:
1) Ad position (an ad on page 3A certainly yields more impressions than one on page 14 of the Food section)
2) Ad size (a full-page ad yields higher readership than a one-inch classified ad)
3) Creative (the headline in your print advertising is its most critical creative element)
4) That day’s events (did the hometown team win the big game or was it just a blah news day?)
These are just a few variables – there are many others. With email marketing, we walk a very fine line. Too much frequency fatigues your database and damages relationships. Too little frequency punches holes in our overall database marketing approach.
Our Methodology for Long Term Email Marketing
… is one email per month. And your creative had better come strong and add value every single time out the box. Otherwise, you’ll see open and clickthrough rates plummet over time – never to return. I recently debated monthly vs. weekly frequency with a fellow mortgage marketer. He has yet to articulate why he feels weekly frequency is more effective. So I’m wondering… is anyone out there in the weekly frequency camp? If so, why? What’s your creative approach?
What better place to debate the issue than the Top of Mind CRM Blog? Look forward to your comments. And now ladies and gentlemen, Mr. Rick Astley…