Anytime I do a workshop or seminar, this is probably one of the number one questions I get. “How often should I send emails?” Well, it depends. How often do your subscribers want to hear from you? It is very important to send as often as your subscribers want to hear from you and not as often as you want to talk to them. Think of it as the person who follows you around in the clothing store asking 10 times within 5 min, “Do you need help?” You don’t want to be that person in email form.

I signed up to an email list the other day and before I could take my phone out of my pocket, I had already received 5 emails from them!

Here are the 5 emails I received:

  1. Opt-in Confirmation Email
  2. Welcome Email
  3. Re-confirm Opt-in Confirmation Email
  4. First Steps Intro
  5. Personal Account Manager

I can totally picture their marketing team talking about the drip campaign for their first-time customers and for these 5 emails making sense, in theory…

  • “An opt-in email to confirm their subscription is a no-brainer!”
  • “We need an introduction email that talks about us and why they need us”
  • “Oh! Lets also send a re-confirmation email, in case the subscriber doesn’t get the first one!”
  • “The subscriber needs to know where to start! Let’s also send a first steps intro!”
  • “Lets WOW the new signup with a personal account manager as well!”

As you can see, it’s easy to get excited with emails. They are quick, easy and show results immediately. So fast that I got a call right after I unsubscribed.

Automation is great and can do wonders if it’s used properly. Many times, I see companies create long drip campaigns without really testing them. In theory, the campaign could make sense and even look good! Then when you actually go through the process, you realize you are just burying your subscribers with emails and scaring your customers away! I say this all the time, Email Marketing is not a numbers game. It is important to include a strategy and truly test your paths.

For the case mentioned above, they could have given me the same amount of information in fewer emails and spread it out over more time. The idea is to create a constant flow and to make it effortless to the subscriber. If you send me too much at once, I probably won’t read half of it, therefore, missing valuable information and wasting your efforts overall.

Make smart drip campaigns. If you don’t already know this, try to understand your customers’ behavior. How they navigate on your site or how they use your product or service. This isn’t rocket science. It can be as easy as just observing and asking your customers key questions or as complex as analyzing piles of data. Either way, your subscribers and customers are what keep your business moving, so it’s important you get to know them and their habits.

Let’s take an example of well-timed email marketing. My friend was at a pet store buying some food for his dog and as he paid at the cash register, they asked for his email address. He hesitated for a second because he doesn’t like receiving a lot of emails but this time, he did it for his dog! The person at the cash register promised great deals and that they don’t annoy their subscribers (Yeah right, they all say that!). But here is what happened next: nothing! Or at least it seemed like nothing was happening. Funny enough, right when his gorgeous Husky was almost out of food my friend received an email from the pet shop. The email included a 10% off his next purchase of dog food.

This company understood timing with email. I will guarantee this wasn’t the first bag of food they sold and they know well about how long the bag will last. As my friend gave his email at the point of sale, they can easily time the next email to be sent with an offer to entice my friend to come back. Did it work? Of course, it did!

It is extremely important to properly segment your lists and send emails that make sense! Often times companies try to send emails just to be in front of their subscribers. Although this can be great for branding, make sure the email is relevant first! If it isn’t, it’s probably going to waste your time and your subscribers.

With Benchmark, we offer integrations with eCommerce platforms that allow you to create this type of automation. With our new Automations by engagement triggers, that allow you to send emails based on previous opens and clicks of other emails, you can push this to the next level! If that 10% didn’t work, the next email can be a “bring a friend” type email and so forth. You can continue this path until the right email lands in your subscribers inbox to get them back in your store.

What are the takeaways from this? Be creative, test and get to know your subscribers. Always, Always! Test your own drip campaigns first. Go to your inbox, see what it looks like from the inbox view, read the emails in detail and try to read your own story. What is the story and path you are trying to take your customers down? What are the questions your customers may have and when? If you get bored reading your own emails or they seem too long, if you aren’t answering questions that interest your subscriber you’re probably losing their attention.