It may surprise some online brand email marketers in sectors where sending a newsletter once a month is the standard, but many major international etailer brands focusing on Millennials fire off email missives three or more times per week! When applied in a manner which caters to the Millennials’ penchant for rapid fire information, this process results not only in bottom line sales, but in churn rates which are often far less than experienced by the companies which send out monthly newsletters to older generations. Are the extremely frequent sends the best approach for your brand, or would reaching these excessive send levels force most of your customers (Millennial and otherwise) to unsubscribe en masse?
Your emails must be anticipated, not seen as intrusions
These very high send frequencies are virtually non-existent in more traditional sectors primarily catering to Baby Boomers such as insurance or accounting, but the major etailer brands have worked out a way to desensitize their Millennial customers to such barrages. Millennials love to receive information which expands their knowledge while being entertained, and one of the primary secrets to increasing email send frequencies to such extreme levels is to master the balancing act of ensuring that your emails are actually anticipated by the Millennial customers, not seen as the latest in a long string of intrusions.
Major etailer brands have found that + frequency = + profits
The major etailer brands which have been profiting from extremely high email missive send frequencies can serve as a guideline if you’re marketing in an industry where considerably lower send frequencies are the standard and you wish to explore the brave new world of Millennial superfrequencies. You may want to conduct limited experiments with adjusting your frequencies upwards while you attentively monitor the feedback you are receiving from all of your customers. You certainly don’t want to gain market share in the Millennial market while alienating a much larger number of older generation customers.
Polls and surveys can provide critical information
Conducting a series of customer polls and surveys can help you comprehend the impact that these frequency changes are having on your customers and it is clear that you should also be particularly sensitive to the results of these polls which represent the input of your list members. While some older customers would not take the action to complain outright when noting that the frequency of sends has increased (quite the opposite to the Millennials who are accustomed to rapidly making their objections known), many will make their feelings known as part of a survey or poll. It is imperative that your increase in frequency never be seen as a transparent ploy to devolve your previously respectful, ethical and legitimate email marketing into the netherworld of spamming. Not just Millennials but customers of all ages will react very strongly and negatively to any such transgression.
A dissatisfied subscriber can help ruin your online reputation with ISPs
Due to the fact that many online brands do not have a brick-and-mortar counterpart where the customer can actually come face to face with a representative of the brand, there can exist a predilection to pushing the envelope to “bugging” the customer a bit too much and hoping that they’ll take it in silence. That belief is mistaken as if you have a dissatisfied customer in a retail store they will walk out and not return… however, if you have a dissatisfied email subscriber not only will the unsubscribe and not return, but some may actually plunk your email into a Spam Folder which is going to have seriously negative effects on your entire online marketing campaign’s reputation with the all-powerful ISPs!
The determination of the balanced email marketing campaign send frequency should grow out of a legitimate requirement to craft an email program which leverages the customer’s preferences, behavior and demographics. If your content is relevant and engaging, you will discover that more customers will be tolerant of increased frequencies than if you’re just cranking out more of the same boilerplate copy. Understand and respect your email subscribing customer whatever their age and the best send frequency will follow.
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