What is Inconsistent Sending Frequency?
Inconsistent sending frequency in
email marketing refers to the irregular and unpredictable schedule of sending emails to your subscribers. This could mean sending multiple emails in a short span and then going silent for weeks or even months.
Why is Consistency Important?
Consistency in email marketing is crucial for several reasons. It helps in building
trust and maintaining a relationship with your audience. When subscribers know when to expect your emails, they are more likely to engage with them. Consistency also aids in maintaining a steady
open rate and click-through rate, both of which are key performance indicators in email marketing.
What Issues Arise from Inconsistent Sending?
Inconsistent sending can lead to a variety of issues. First, it can cause a drop in engagement metrics like open rates and click-through rates. Subscribers may forget about your brand if they receive emails sporadically, leading to lower
brand recall. Moreover, inconsistent frequency can increase the chances of your emails being marked as
spam, which can significantly hurt your sender reputation.
How Does Inconsistent Frequency Affect Deliverability?
Deliverability is the ability of your emails to reach the inbox of your subscribers. Inconsistent sending can negatively affect deliverability because Internet Service Providers (ISPs) and email service providers monitor sending patterns. A sudden spike in email volume can raise red flags, causing your emails to be filtered into spam folders.
Set a Schedule: Determine a regular schedule for sending emails and stick to it. Whether it's weekly, bi-weekly, or monthly, consistency is key.
Segment Your Audience: Different segments may respond better to different frequencies. Test and find the optimal sending frequency for each segment.
Automate Where Possible: Use
automation tools to schedule and send emails at consistent intervals.
Monitor Metrics: Keep an eye on engagement metrics like open rates and click-through rates to gauge the effectiveness of your sending frequency.
Provide Value: Ensure that every email adds value to your subscribers. This will keep them looking forward to your emails, regardless of frequency.
Can You Recover from Inconsistent Sending?
Yes, you can recover from inconsistent sending. Start by re-engaging your audience with a well-crafted re-engagement campaign. Apologize for the inconsistency, explain the value of staying subscribed, and offer an incentive. Gradually reintroduce a consistent sending schedule and monitor the results closely.
Conclusion
Inconsistent sending frequency can be detrimental to your
email marketing efforts. It affects engagement, deliverability, and overall brand trust. By adhering to best practices and maintaining a consistent schedule, you can build stronger relationships with your subscribers and achieve better marketing outcomes.