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When it comes to e-mail marketing, it is an accepted fact that you need to keep in constant and consistent contact with your e-mail subscribers.

Yet, many brands struggle to keep up the pace, which inevitably leads to diminishing response rates and meager sales.

So what does it mean to stay in constant contact and how can you avoid over-doing it to the point where people unsubscribe from your e-mail list?

Here are a few pointers to keep in mind when planning your e-mail marketing timetable:

Find balance with Your Sending Schedule

Planning and keeping to a strict sending schedule is vital when setting up any e-mail marketing endeavor. The trick is to perfect sending frequency – you can’t send too often or too infrequently.

It really is best to plan ahead. Randomly sending out campaigns whenever the mood takes you will not sit well with subscribers who mostly prefer regular, anticipated contact. It is best to inform would-be subscribers of your sending schedule at the opt-in phase. For example, if you’ll be sending out a bi-weekly newsletter and special offers once a month, make this clear. That way, when they receive your newsletter every two weeks, it will be expected – not a surprise.
Regular newsletters

Newsletters are one of the best ways to keep constant contact with your subscribers. Because e-mail newsletters are more like mini-content publications with some interesting company news reports, they do not come across as intrusive – as pure e-mail marketing, trying to sell products or services to subscribers. However, the newsletter is, in a way, just as effective as marketing, because it refreshes your subscribers’ memory and exposes them to your original branded content – you’ll be influencing their buying decision on a subtle level long-term.

Constant Contact Keeps you in Mind

The most important reason to keep constant contact with subscribers: to make sure they don’t forget about you. Regular contact not only reminds them of your brand (and how much they like you) but also reminds them they signed-up in the first place. E-mail marketers who fail to mail their consumer database at regular intervals run the risk of being flagged as spam – even if the person taking this action actually did opt-in to that list.

These days, many people have trouble keeping track of their multiple digital accounts and, if they haven’t received word from you in months and your brand suddenly pops up in their inbox, chances are, they’re not going to remember you and may go so far as reporting you for sending unsolicited e-mails.

A Well-managed Database

Enlisting the services of an e-mail marketing company is probably the best way to ensure you are not only keeping constant contact with subscribers but that you are sending perfect, response-generating campaigns to a targeted audience.

E-mail marketing companies that specialize in database rental will always make use of strict sending schedules as well as frequency capping to ensure they’re loyal subscribers don’t feel overwhelmed by the level of contact.

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Article by by Inge Van Eetveldt. Digital Fire is an e-mail marketing and digital media specialist with a head office in Cape Town. Digital Fire specializes in full service opt-in e-mail marketing, e-mail data rental, e-mail database management, social media consultancy and management as well as search engine optimization. We provide cutting edge digital marketing and advertising solutions for our clients locally and abroad. Contact us today for digital marketing success.

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