How To: Finding the Best Email Campaign Output Rate

While they don’t garner the same attention as “sexy” PR moves like Snapchat campaigns, email campaigns still have a fantastic ability to win customers over in more ways than one. Now that mobile is becoming even more of a big deal with consumers, getting an email from a favorite brand can make customers check a brand out – and make a purchase – faster than ever before.

EBut there’s also a slight problem many businesses run into. Just how many emails do you send out every period? You don’t want to be too much of a nuisance but also don’t want them to be so infrequent recipients forget you exist entirely. Brands must walk a fine line and this can often take a long time to figure out. With a few considerations, though, you should have no trouble determining an optimal output rate.

What You Email

One of the first things to take into consideration is what you’re sending to your readers. Not all campaign emails are the same and some will naturally be seen as spam more than others by certain recipients.

For instance if you’re sending weekly ads and coupons, customers might be more inclined to keep your email campaign coming in. They’ll naturally like the help they’re getting, be it a percentage off or free shipping or even special items for being an email recipient. Even if they do feel you email too much they’ll be less likely to quit since the deals are so great.

On the other hand, sending simple updates can quickly becoming annoying to your average reader. While they might initially sign up for the updates, getting the notification every single day could become tiresome after a certain time if they’re not getting much in return.

Of course another consideration should be your audience. Simply enough, do they have time to look at your emails? If they’re mega-busy lawyers, they likely only have time to read email updates once in a while. If your audience is younger, more tech-savvy, and has more time on their hands, they might be more inclined to check you out every day.

Sign Up for Different Emails and Frequencies

One way to skip over this entirely is by offering your email readers choices. Let’s say you send out all sorts of emails – business updates, coupon offers, and recent social media activity. Instead of giving them all three, let them choose which ones they want. Some will choose to receive social media activity and coupons while others just want business updates. The less they get emails full of stuff they don’t want, the more likely they’ll stay subscribed.

Also, try to give them a choice of frequency. This way you don’t really have to worry about when they receive the emails because it was entirely up to them. They only person they have to blame if they get annoyed with the frequency is themselves – then they can just change it.

Even better, this gives you a chance to see what kind of frequency your readers choose. After a while you should have a better understanding of your audience and how busy they are and when they read your emails. You can use this in the future if you want to limit your emails to just one consolidated effort.

How often do you send emails out?

This article is written by Mickie Kennedy, founder of eReleases (, the online leader in affordable press release distribution. Download Five (5) Free PR and Press Release eBooks ($67 Value) here:

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