{"id":223911,"date":"2020-03-13T21:50:15","date_gmt":"2020-03-13T16:20:15","guid":{"rendered":"https:\/\/www.qcsglobal.com\/marketing\/the-best-email-frequency-oracle-cx-marketing\/"},"modified":"2020-04-18T17:10:38","modified_gmt":"2020-04-18T11:40:38","slug":"the-best-email-frequency-oracle-cx-marketing","status":"publish","type":"post","link":"https:\/\/qcsglobal.com\/blogs\/the-best-email-frequency-oracle-cx-marketing\/","title":{"rendered":"The Best Email Frequency | Oracle CX Marketing"},"content":{"rendered":"


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How often should I email my subscribers?<\/span><\/span><\/span><\/i> Without a doubt, that\u2019s one of the top five most frequently asked questions my clients have asked me over the years. My quick answer?<\/span><\/span><\/span><\/span><\/span><\/p>\n

If the content is relevant, then frequency is irrelevant.<\/span><\/span><\/span><\/span><\/span>\u00a0<\/span><\/span><\/p>\n

Put another way, if your emails contain information, offers, news, updates, and other content your subscriber wants, needs, or expects, then you can essentially send as often as you\u2019d like. That\u2019s the ideal, but the concept of an always on, completely fluid construct of emails that are triggered as necessary where the right content<\/a> is always available and automatically pulled when needed simply isn\u2019t possible today. AI and other technologies are helping marketers get closer to that ideal, but the reality is that it\u2019s many years off for most email teams right now.<\/span><\/span><\/span><\/span><\/span><\/p>\n

So, while we wait for the future to arrive, what\u2019s the next best thing? How do<\/i> I know what the best email frequency is?<\/span><\/span><\/span><\/span><\/span>\u00a0<\/span><\/span><\/p>\n

First, it\u2019s important to start with the customer. This rocks some worlds but…the customer may not want as many emails as you are sending. That can be tough for many brands to accept because cutting back email volume is associated with cutting back revenue. Some see the \u201csend button\u201d as the \u201crevenue button.\u201d While it\u2019s true that every time you push send, conversions and revenue spike, there are many long-term negative implications of over-mailing, including high list churn, poor deliverability, and brand damage.\u00a0\u00a0<\/span><\/span><\/span><\/span><\/span><\/p>\n

But you can avoid those negative consequences while not forsaking your short-term revenue goals by being thoughtful about figuring out which subscribers should get each of your non-triggered promotional emails. The frequency of promotional emails across the industry continues to grow, so the risks are growing, too. Ironically, volumes are growing in part because of the ongoing effectiveness of email.\u00a0<\/span><\/span><\/span><\/span><\/span><\/p>\n

So what are the best ways to smartly, even surgically, select who should get those emails that are sometimes sent multiple times in a day? In keeping with my previous posts on <\/span><\/span><\/span>the best time to send emails<\/span><\/span><\/span><\/a><\/span>, <\/span><\/span><\/span>optimizing automated emails<\/span><\/span><\/span><\/a><\/span>, and <\/span><\/span><\/span>fixing email performance problems<\/span><\/span><\/span><\/a><\/span>, let\u2019s look at the Good, Better, and Best approaches to email frequency:<\/span><\/span><\/span><\/span><\/span>\u00a0<\/span><\/span><\/p>\n

A Good Email Frequency Involves Seasonal Optimization<\/span><\/span><\/span><\/b><\/span><\/span><\/h3>\n

Most businesses have some cyclicality to them, and those seasonal pushes often mean boosting email volume by 3x or more during peak periods. This spike may be a function of any or all of the following tactics:<\/span><\/span><\/span><\/span><\/span><\/p>\n