Low frequency emails are sent to the customers so that they do not receive notifications on a regular basis.If an email is sent every second, the customers may lodge a complaint against the company. Low frequency emails are convenient, less intrusive and highly informative. The customers remain hooked to the series of emails that are sent occasionally.
Once a company starts spamming a customer’s inbox, it immediately loses an opportunity to establish a healthy relationship with the customer. There are ample advantages and disadvantages of low frequency email marketing. Let us explore them one by one.
|Benefits of Low Frequency Email Marketing||Drawbacks of Low Frequency Email Marketing|
|More engaging||Customers may not remember the company|
|Less intrusive||Customers may forget to subscribe|
|More informative||Missed revenue opportunities|
|Decreased complaint rates||Less inbox presence|
|High sender reputation||Lifetime value gets lower|
Advantages of Low Frequency Email Marketing
- More engaging:
Low frequency emails are generally more engaging because they do not trouble the customers or drive them away from the brand. These emails are not sent to the clients every second, but they follow a pattern adhering to which the customers receive emails at regular intervals.
The customers show interest in the products of a brand that sends marketing emails at a fixed frequency rate.
- Less intrusive:
Under-emailing or low frequency email marketing is less intrusive. The company does not intend to spam the inbox of a customer by mailing him or her every minute. The customers can read their emails whenever they want without any compulsion.
Their inboxes also remain clean. Low frequency emails stay longer and visible in one’s inbox for a long time. Had the company sent emails in every second to its customers, some emails would not have reached them at all.
- More informative:
Low frequency email marketing is hands down more informative because a company either sends brief offer emails every single time or sends bulk emails to “multiple lists of recipients at a specified time.”
Bulk emails generally contain more information related to the products and the offers that come along with the products. Hence, even the customers feel the urge to go through these low frequency marketing emails without any hesitation.
- Decreased complaint rates:
Once you stop bothering your customers, they too stop lodging complaints against you. If a company sends informational emails once in a while without spamming someone’s inbox, chances are low that the customers will complain against the company. Rather, they may show interest in their products.
Also, if the customers subscribe to the newsletters sent by the company and various seasonal product details on a regular basis, then these low-frequency marketing emails can actually be very productive.
- High sender reputation:
Low frequency email marketing keeps a company’s reputation intact. The customers do not feel disturbed, neither do they find the urge to complain against the marketing representatives, nor do they ignore these emails much because these emails do not land in their inboxes every day.
That is the reason why low frequency email marketing betters the sender’s reputation. These emails are much less intrusive, and that is primarily the reason why the customers do not face severe spamming issues.
Disadvantages of low frequency email marketing
- Customers may not remember the company:
One of the major disadvantages of low frequency email marketing is that the customers may not remember the company. No client is obligated to remember you unless and until you keep giving him or her a constant reminder.
In case of low frequency marketing emails, chances are high that the customers may not remember your company, its products and all the information related to the offers and incentives which you might have mentioned in your previous emails.
Since a client is not obligated to go through these marketing emails on a regular basis, it is important for the company to improve its marketing skills and fix a proper frequency rate in order to send these emails.
- Customers may forget to subscribe:
If there is any offer link or confirmation link, users without any technical expertise may forget to click on those links or to subscribe. This can lower revenue earning opportunities and the company may run a loss. Even if only one customer unsubscribes or forgets to pay the subscription fee, it can still cause harm to the company.
Chances are high that the company may suffer a huge loss if it fails to communicate with its existing customers on a regular basis. A certain extent of consistency is supposed to be maintained to keep all the customers updated about the old as well as the freshly launched products from time to time.
- Missed revenue opportunities:
Low frequency email marketing often results in missed revenue opportunities. If your customer stops following the thread of emails that you have been sending him once a while, or if he forgets your company or to subscribe, you may lose a potential customer. You might also miss a chance to earn revenues from him.
Hence, it is extremely important for a company to maintain a fixed frequency rate following which it must send all the bulk marketing emails to its clients.
- Less inbox presence:
These low frequency marketing emails have less inbox presence. That is primarily the reason why the customers fail to recognise the emails sent by a particular company after a week or so. This hampers the communicative engagement between the customer and the brand resulting in infrequent interactions and transactions.
- Lifetime value gets lower:
Infrequent email marketing reduces the lifetime value. The customers fail to maintain a lifelong relationship with a brand that fails to send marketing emails consistently. Infrequent emails also affect the business transactions and fail to build trust with the customers. They do not offer any guarantee and often fail to solve the doubts of the customers related to the products.
Every marketing strategy involves risks. There are loopholes associated with infrequent marketing campaigns or low frequency email marketing. It is the responsibility of the marketing representative to secure a faithful relationship with the customers so that they feel motivated and encouraged to revert whenever an email lands in their inboxes.