How to avoid overloading your customer's inbox

McKenzie Gregory


We've been hearing lots of chatter about email frequency over the past few months. In 2015, the number of emails sent and received per day totaled over 205 billion. The Radicati Group expects that figure to grow at an average annual rate of 3%, reaching over 246 billion by the end of 2019.

So it’s unsurprising that many people feel like they’re being bombarded in the inbox: In fact, over half of consumers report that they get too many emails from brands (Epsilon).

And that's the rub. While email marketing remains the most cost-effective, trackable direct marketing method and is still the champ when it comes to marketing ROI, those juicy returns only come with forethought to strategy and smart implementation.


A few things to consider before upping your frequency:

• Prepare your audience in advance. Encourage your recipients to update their preferences or answer a survey prior to increasing your volume. This simple step can build trust and decrease opt-outs and complaints.

• Segment your audience and target your messages accordingly. Gone are the days of the mass e-blast (or as I call it, the e-bludgeon). Send targeted campaigns highlighting products and deals that you know will appeal to smaller segments.

• Pay close attention to response rates and be flexible. Don't send it and forget it. Check your data for trends that show negative or positive reactions and then adjust your strategy accordingly.

• Be purposeful. While the holidays are an obvious time to increase your sending, look for opportunities (an event, a new product launch, an off-season sale) to up your frequency throughout the year.

With a little strategy and planning, you'll be on your way to email marketing greatness and an increased bottom line.


About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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