How Often Are Marketers Sending Email?

您多久发送一次订户选择的电子邮件，但实际上不想要？

这是一个很难回答的问题，并强调了许多电子邮件营销人员可能没有意识到的问题graymail。

Graymail, as mentioned above, are emails your subscribers may have opted into but don’t actually want. For example, they may have signed up for a webinar, but don’t necessarily want the marketing emails that follow.

It’s a bigger problem than marketers think, and while it results in bigger lists, it doesn’t necessarily translate to higher email engagement, regardless of how often you’re sending email.

HubSpot even discontinued its instant blog notificationsafter new blog posts were published, as they were sometimes sending up to four emails a day, resulting in unsubscribes and low engagement.

因此，我们必须考虑其他营销人员和他们工作的公司如何解决这些问题。

多常should您发送营销电子邮件？

We partnered withSeventh Senseto ask real-world marketers about how they determine email frequency and measure its impact on engagement.

The people of Seventh Sense takesend time frequencymore seriously than most. They’ve built a tool that not only sends email to every subscriber at his or her optimal time but also uses automatic engagement based segmentation to email customers at their preferred frequency, too.

To go deep into how other marketers optimize their send time, we first needed to level set to see how often marketers are sending email to their subscribers today.

每周和“每月多次”是最常见的答案。

But many marketers send emails more than once a week, as well. And quite a few send less.

如您所见，这取决于业务和受众。

Most businesses also adjust their send frequency based on how engaged recipients are:

尽管我们很惊讶地发现，即使收件人的参与度不太参与，也有37％的营销人员继续发送相同的电子邮件。

The fact that 30% of marketers email people until they unsubscribe was surprising, and to our point earlier, leads to the issue of graymail.

If you’re looking to nail your email send frequency, looking at recipient engagement (and other metrics) is crucial. Here’s how our respondents said you should go about getting the right frequency and increasing engagement with your marketing campaigns.

Editor’s note:Want to see if your email marketing efforts actually drive quality website visits?看看这个免费模板看看哪些活动推动了最多的关注,days that see more traffic, the devices your subscribers are using, and more.

Start with Weekly Emails

Among marketers that responded to our survey, the most common sending frequency was weekly.

“We’ve been testing our email send frequency for years, both for ourselves and our clients, and sending weekly emails in most cases has driven the highest return on investment,” saysPalmer Ad Agency‘s director of marketing, Adam Wiggins.

He also noted that weekly isn’t the best answer for everyone. Instead, companies should focus on providing value with their emails (which we’ll talk about in more detail).

Other marketers emphasized specific reasons they have for emailing weekly. Derrick Lawless, marketing director atD.无法无天的硬件，说：“ [w] eekly是我们业务的好时间，因为它使我们能够旋转销售和促销，”这使人们定期回到在线商店。

“At the same time, a week is long enough to collect content, formulate ideas, and organize the stuff that has to be done in the background such as creating coupons and creating graphics,” Lawless added.

Lawless还指出，第一次尝试时无法正确获取电子邮件频率。您需要尝试发送频率，内容和其他因素，以查看与特定客户群有效的方法。

You can use an email marketing platform to get useful data like that, says Arya Bina, founder ofKobe Digital。“By gathering the reports MailChimp provides, we see that Monday mornings have a higher open rate compared to other days or times of the week.”

Bina determined that emailing her list weekly lowered unsubscribe rates.

Markelle Harden, founder ofClassy Inbound, sums up the data that she’s seen: “In the B2B space, sending emails more than one time per week drives up the unsubscribe rate. In the B2C space, sending emails more than one time per week causes the open rate to decline,” she says.

“The data shows that once per week is the ‘sweet spot’ for sending emails across industries and platforms.”

So if you’re going to experiment with different frequencies, starting with weekly is a good way to go.

每个月几次对B2B效果很好

不过，并非每个人都通过每周的电子邮件找到成功。有时，一种更不动的方法有效。

Regpack市场总监Samantha Avneri发现，每周发送时，她公司的电子邮件没有足够的“肉”。“我们坚持一种通用格式，该格式正在共享最近的博客文章或客户端焦点帖子，以及最近的客户审查。”

该内容是一个特定的组合，其目标是：“展示我们提供的价值和知识，并得到客户评论的支持，进一步提供了我们提供出色的产品并知道我们在空间中所说的内容。”

Interestingly, several of our respondents mentioned that this frequency is good for B2B companies.

Cloud Employeesends newsletters “every second and fourth week of the month,” says marketing manager January Collamat. “We find that this frequency works best for our audience (B2B). Any more than that we’d get lower open rates & click rates, and a higher number of unsubscribes.”

Pierre de Braux, content strategist atSpiralytics，告诉我们他们使用两周的间隔。他说，它起作用，因为作为一家营销机构，我们转换新客户的交付时间可能需要一段时间（有时6个月到一年）。”

“We’d like our content funnel to last at least that long, and sending nurturing emails any more frequently would mean increasing the chances of causing engagement fatigue.”

It’s important to keep your goal in mind, saysSizzleForce创始人Stephanie Nivinskus。“当我们的目标只是留在听众面前，所以当他们准备做出购买决定时，他们会想到我们，我们会每月发送2-4倍的电子邮件。”

Twice monthly also keepsJumpstart Go业务发展主管David Denning说，收件人期待着电子邮件。“我们给他们一些时间去寄来，然后再发送另一个。”

Helen fromSE Rankingalso alludes to a point that we’ll discuss in a moment. Her company sends platform updates once per month and curated articles once every two months. So recipients see one or two emails per month. But it’s not always the same type of content.

Multiple Times Per Week Builds a Relationship

每周发送一次以上似乎对那里的许多营销人员来说似乎过于杀伤，但是我们有一些好方面支持它。

JP Wallhorn, founder ofSyntx, points out that people get a lot of emails, and it’s easy for them to miss something you send. Especially if you just interacted with that customer, it’s crucial to get back in touch. Sending multiple emails per week will help you do that.

“People are more likely to buy from you if they know you, like you, and trust you,” says Amanda Abella, founder of赚钱你的亲爱的。“如果有人选择收到您的电子邮件，他们已经可以购买。”

To facilitate that priming, Abella sends out daily emails. “I’ve basically trained them to expect to hear from me which makes sales easier.” Since starting daily emails, her sales have increased by 40%.

互联网营销‘s digital marketing specialist Craig de Borba also brought up the sales cycle: “[Y]ou need to email your list a minimum of once per week to keep engagement up. Current customers can be emailed less, but those that haven’t ever bought need to be mailed more often.”

The value that you provide may determine when you send your emails, too. Jay Perkins, co-founder ofKettlebell Kings, sends emails to his list twice a week.

“We send email at this frequency because the main way people get in our equipment sales pipeline is by signing up for free kettlebell workouts. They expect to get a new workout in their inbox each week and this is a great way to provide value and stay in prospects’ minds.”

Carney‘s marketing director Mark Rogers thinks about it a different way: “If our subscribers are getting value from our newsletter, they’ll respect us for it. Respect eventually leads to new clients.”

Which is why Carney sends daily emails “like theSkimm, but for marketers.” It shows their expertise and engages clients. And it works; with a list of around 12,000 people, Carney gets open rates of 30% and CTRs of 4%.

每月电子邮件防止收件箱超负荷

While there were fewer respondents that encouraged monthly email sending, we did have some that found success with it.Pacific54创始人阿维·科恩（Avi Cohen）表示，每月的电子邮件允许他的代理商“在我们的订户的收件箱中出现，但不要将它们超载到单击订阅的点点。”

Recipients don’t just get marketing emails, though. In addition to the monthly newsletter, they also get welcome emails and anniversary reminders for a personal touch.

Segment Users for Multiple Schedules

Some marketers didn’t recommend a single frequency. Instead, they suggested segmenting your email list and sending at different frequencies to different segments.

For example,Accelity Marketingsends “monthly campaigns that are 2–4 emails in a month—but we’re not hitting up the same audience each time,” says marketing manager Jenny Weeden. “This allows us to warm up multiple personas without overwhelming them, and keeps our messaging targeted.”

Maria from大海gave us some examples from her experience in sending marketing emails to over 90,000 law school prospects. Emails are sent an average of every ten days, but “few messages are appropriate for the entire list, and those are reserved for major tips (like LSAT study help) or important deadlines.”

其他电子邮件，例如专注于“校园团体，实习或为退伍军人计划的计划，都将发送到分段清单，以确保消息传递与期望和需求保持一致。”

收到新联系人列表后，Inside Sales Solutions“segments the contacts based on their interest, position, and pain point,” says Dani Stancheva, digital marketing manager. “We do this because we find the very generic, HTML-type, mass emails to be incredibly ineffective and takes away from our boutique-persona that we try to embody.”

Stancheva also notes that they start with a three-emails-in-three-days nurturing cycle before getting recipients into the standard email flow.

Always Add Value to Reduce Unsubscribes

If you’ve read our guide togetting more click-throughs on your emails,你知道营销人员提供非常大的ing value.

And in our discussion of email frequency, we heard even more about it. In short, some people told us that the frequency matters less than the value you provide.

In fact, you should think about that before you even consider frequency, says公制数字‘s head of email Cory Smith.

“What will you send your users? Every email you send should provide some value to your customers.”

(He also cautioned that increased frequency often results in decreased conversion, negating potential benefits. So keep that in mind when you’re monitoring your metrics.)

了解您的客户

When thinking about the value you provide your customers, it’s crucial to focus on what works for your business and the type of customers you’re working with.

Lacey Woltz，数字营销专家Blue Compass, broke it down for us.

• 如果您可以创建足够的内容，每日电子邮件可能会工作（她以生活方式和健康教练的形式提供了积极的肯定，食谱建议和锻炼技巧）。
• Weekly or multiple weekly emails are more common among sites like e-commerce businesses where you can maintain a relationship without hitting the junk folder.
• More sporadic emails fit companies and products that are used less often (Woltz mentioned a roofing contractor and other businesses with longer sales cycles).

Of course, the key is to experiment and watch your metrics, she says.

最后，大海的玛丽亚（Maria）总结了这一点：“营销团队中的每个人都致力于发送我们不介意收到甚至转发的电子邮件。这有助于用“我们垃圾邮件有帮助？

Follow Your Metrics

If there was one thing that everyone agreed on, it was that your metrics should guide you. Every business and audience is different.

For example,Hotels.ng‘s campaigns get the best engagement on Monday, Wednesday, Thursday, and Friday. And their best times are 9:00–11:00 AM and 5:00–8:00PM, says intern Chinedu Okigbo.

These hours, he says, work well because most people are transitioning between their working and personal lives. By looking at open rates, spam percentages, clickthroughs, bounce rates, and unsubscribes, Hotels.ng has optimized not only their send frequency but the time as well.

And if your metrics show you other patterns, you can work with those, too.

想象业务发展uses a variety of variables to determine send frequency. “These include where they are in our engagement management lifecycle, ideal client segmentation, the action we’re solving for and data on their engagement patterns,” says founder Doug Davidoff.

“If they demonstrate a declining engagement pattern we use the artificial intelligence capabilities of Seventh Sense to slow down the frequency and if the engagement pattern drops below a certain level we change the type of email that is sent.”

这种灵活的电子邮件方法听起来可能很复杂，但是营销自动化软件使您有能力自定义发送时间表。这种方法可能会变得更加普遍。

In the end, it’s all about your customers. Don’t lose sight of them, and you’ll find the perfect send frequency for your marketing campaigns.

（编者注：如果您已经使用了第七秒，则可以通过使用我们的一个模板组合来自电子邮件的客户如何与您的电子邮件进行交互Seventh Sense and Google Analyticsor第七感和哈伯斯特。您将拥有为特定受众优化发送频率的所有数据。）

多常do you send marketing emails? How did you decide on that frequency? Leave a comment below to let us know.