Most of the times our email inbox is filled with messages from various companies or brands that we might have subscribed to. These mails tell about various products of the respective brands and their promotion offers. There is a certain interval that every follow about sending out emails.
The frequency at which brands send out emails to their customers change from time to time. The companies tests how a certain mailing frequency is working for the customers at large and then lower and higher the frequency of mailing according to whatever suits the interest of the company concerned.
|Benefits of high frequency email marketing||Drawbacks of high frequency email marketing|
|More communication with the customers||Going overboard with emails|
|Customer knows offers right away||People might get annoyed with too much mail|
|Suits well for new agencies||Need to decide what works for the company|
|Makes people notice the brand||Might reduce subscriber|
|Increase engagement rate||Might appear irrelevant to customers|
|Company can send goodwill mails||Emails need to be targeted|
|Company can convert more leads||Company might get carried away by competition|
|Makes people click out of curiosity||Need to decide according to the product|
ADVANTAGES OF HIGH FREQUENCY EMAIL MARKETING:
- More communication with customers:
A company runs only because of its customers. Therefore, it is very natural for the companies to establish a relationship with their customers, prioritize them over anything else and keep up a steady communication with them. If a company fails to prioritize their customers and keep up the relationship with them, then it is bound to fail. High frequency email marketing is a steady method to communicate more with the customers.
- Customers knows offers right away:
A company or brand announces offers to lure more customers into their store and test their product. But a thousand offers will make no sense and bear no fruits if the customer does not even get to know about them. Bombarding a customer with emails is a good way to let him know about the offers of the company so that the customer can act on it.
- Suits well for news agencies:
If a customer subscribes to a certain news agency, then he might expect even the smallest news and the updates very frequently. Thus the strategy of high frequency email marketing suits the best for them as they can deliver what the subscribers want, only by following this strategy.
- Makes people notice the brand:
If a company is new in the market or is an uncommon name in the field of a certain business, then the first agenda of the company is to make people aware of their presence and then notice them for their product. High frequency email marketing is a great way to make people notice a brand as people tend to remember things if they see them again and again.
- Increase engagement rate:
Every email from a company has a definite purpose to it. If the company gets desired result out of that email, it can be considered as engaging. For a new company or a brand, a high frequency email marketing strategy works wonders in case of engagement.
- Company can send goodwill mails:
Company needs to make every customer feel special. Therefore, goodwill mails are important. There are personalized mails that suit a certain customer. In a high frequency email marketing strategy, one of the marketing mails can be altered by or followed with goodwill mails whenever required.
- Company can covert more leads:
When a person shows a slight interest in a certain product, he becomes a potential buyer. If the company does not follow up on the customer, they will lose him. High frequency email marketing gives the potential buyer the push that he needs to become a buyer.
- Makes people click out of curiosity:
When a person sees a mail about something repeatedly, it arouses curiosity in him, to feed which he actually goes forward to click on the mail and check what it is entirely about. Thus, the desired effect is achieved by high frequency email marketing.
DISADVANTAGES OF HIGH FREQUENCY EMAIL MARKETING:
- Going overboard with emails:
With high frequency email marketing, there is always the risk of communicating too much with the customers. The company has to take care that they do not go overboard with emailing the customer, else it might backfire.
- People might get annoyed with too much mail:
If the company goes overboard with mailing the customer, they might establish a monopoly in their inbox under which all other important mails might get buried. This will annoy the customer.
- Need to decide what works for the company:
Sending too many mails does not always guarantee engagement from the customer. The company needs to decide the frequency that works best for the company.
- Might reduce subscriber:
When the company goes overboard with mailing customers, the customers inbox fills with their mails and instead of engaging the customer, the strategy backfires and the customer unsubscribes from the company’s mails.
- Might appear irrelevant to customers:
If a customer reads the first mail sent by a company, then the next mail that the company sends about the same topic in different words might make the customer feel like a wastage of time and irrelevant.
- Emails need to be targeted:
While applying the strategy of high frequency email marketing, the company tends to go all in. Instead of this, the email needs to target a group of customers who would be interested.
- Company might get carried away by competition:
High frequency email marketing is not a way to win against competitors. So, companies cannot get carried away by competition and opt for this strategy.
- Need to decide according to product:
Not all products require the strategy of high frequency email marketing. This strategy, if and when misplaced, backfires and reduces engagement. Company needs to decide which product warrants the use of high frequency marketing strategy.
There are no wrong or right answers as to which frequency increases engagement. Every company needs to decide according to their need when they should increase or decrease email frequency.