At LeadMD, we love real talk. Here’s some for you: Email marketing has become a “must do” for most companies. There’s really no excuse to sit on the sidelines.
Technology platforms like marketing automation have made it incredibly easy to get an email marketing program underway.
Now that true ease-of-use has arrived—and you can churn out custom emails to potentially thousands of people at once quickly—it’s common for the urge to over-communicate to creep in.
Before giving in to that terrible urge, slow your roll and apply a little strategy. Here are three tips for setting up your ideal email schedule.
Use buyer personas to get… wait for it… personal!
If you have significant preference data at the point of lead acquisition, setting a schedule can be simple.
Here’s an understatement: Establishing buyer personas will make your job as a marketer much easier. They will give you a crystal-clear picture of who your audience is, their lead scores, and how they’re moving through the nurture track. Then, personalize your schedule to fit the different personas for optimal results.
If this still sounds overwhelming, a good general rule is to never send more than two emails a month to leads who have not subscribed to receive content frequently. Also, try not to let more than two months go by without sending an email.
Consider interest and timing
After you’ve worked out your buyer personas and created a loose schedule, think about how your leads will perceive your brand and message through email. It’s here that messaging comes to the forefront.
If your target audience is hungry for education and best practices, you may consider bumping up your emails to once a week. But if your leads don’t want to be bothered unless absolutely necessary, you’ll want to space your emails further apart.
Luckily, you can determine all of this from the information the buyers give you free of charge—their behavior. So pay close attention. And remember that you’re not talking to nameless, faceless individuals. These are people. Talk to them that way. All leads are different, so you’ll likely need to embrace two or three different email schedules too.
Deliver & decide
Once your schedule is set, stick to it—at least initially—to establish a baseline. Then, routinely check in with your analytics to see how that schedule is faring.
Are you getting record-high “unsubscribe” rates? Cut back and examine the messaging. Are your leads disappearing quickly? Kick the emails up a notch by increasing early educational value.
Just don’t set the schedule(s), and think your work is finished. Consistently checking in (with analytics, your sales team, etc.) will keep you accountable and let you know what’s working with your schedule and what isn’t.
Email campaigns are a powerful piece of the marketing automation puzzle, but they can often make or break the delicate buyer/brand relationship. Above all, handle with care.
Stick to these three tips, and you’ll be on your way to making the most of your email marketing.
Looking for the full scoop on creating killer emails that convert? Download our guide to email marketing: How to Write Email Copy that Readers Can’t Resist. Don’t want to miss a post, article, or video? Fill out the form on the right and you’ll always be the smartest marketer in the room.