So you already know email marketing is a crucial component for your business’ digital strategy. It’s true. It is not only a powerful way to connect with people, but it is also an inexpensive and effective tool for acquiring new customers and promoting your products/services, your company and your brand.

Here’s the catch though: just because something works doesn’t mean you should overuse it. As engagement depends on email frequency, increasing your send frequency might seem like a logical thing to do. But in practice, it can actually put all your lead generation efforts to waste.

The Effects of Overmailing  

  1. Decreased engagement

The thing is there’s a sweet spot for email frequency that you need hit. It’s a formula that’s unique to your business and your audience. In other words, engagement and email frequency are only positively correlated up to a certain point. Once you go past that threshold, engagement goes down considerably.

If subscribers become annoyed with the volume of email they are receiving from your brand, they will most likely start ignoring your email or filter out your messages from their main inbox. This obviously leads to a less engaged subscriber list.

  1. Increased unsubscribes

Send emails too frequently may come across as spamming. When this happens, disgruntled subscribers may take a step further than simply ignoring your emails – they may actually unsubscribe from your mailing program. And for every subscriber you lose, your business also loses any potential revenue and referral opportunities they bring.

Even for those who don’t unsubscribe, receiving excessive emails from your brand may cause them to “emotionally unsubscribe”.  Higher send volume may also lead to more customer complaints. Either way, this ultimately leads to a lower customer satisfaction rate.

  1. Reduced visibility

Mailbox providers have a system for blocking or filtering out seemingly spammy emails. As unsubscribes and complaints increase, your reputation as a sender suffers along with your inbox placement. If the system detects this, it may start blocking your incoming messages or redirecting them to the recipient’s Spam folder.

With fewer emails making their way through to the inbox, your brand will experience limited reach and exposure which, in turn, results to missed revenue opportunities. Even worse, it can lead to lower customer lifetime value (CLV) for your entire subscribers list.

The only way to prevent any of these from happening is by sticking to best practices and knowing your audience well – what type of content elicits the most response, what headlines catch their attention, and ultimately what makes them respond to your calls-to-action.

It’s worth noting that the optimal email send frequency will vary per user and their corresponding expectations for your content. Finding the appropriate volume and timing requires fine-tuned testing – but that’s another story that we’ll tackle in the near future.