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Knowing When to Hit “Send”

With your host, Kyle Van Deusen

Knowing When to Hit “Send”
Improve Your Online Presence

 
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In This Episode...

Unsure if you should send that marketing email? Learn how to know when it's time to hit send by asking yourself these 3 questions.

Show Transcript

Hello and welcome back to another episode of the Improve Your Online Presence podcast. My name is Kyle Van Deusen and today we are going to take another one of my customer’s questions and dive a little bit deeper into the topic.

This one actually has to do with email marketing and how often you should be sending emails out to your list. 

Before we jump into the question, I, for one, think that email marketing is an extremely valuable tool and if you’re not using it at least in some ways in your business you are missing out on some great opportunities.

Whether it’s to keep in contact (and top of mind!) with your customers, to automate processes (such as onboarding), or as a lead-generation tool— email marketing has a place in just about any business today. 

I have a feeling we’ll circle back to this topic quite a bit in upcoming episodes…

But for now, let’s dive into the question my customer had and how I went about answering this for them and the advice I would give you on this.

Here’s what they said:

I just emailed my customers this week, but I have a new blog post I want to share with them. Since I hardly ever send my customers emails should I wait until next week to send the email with the new blog post since I just emailed them yesterday?

So really what they’re asking is are they going to bug their customers for emailing them too much? And I guess yes there is a possibility you run this risk, but I think if we dive a little bit deeper into this, you can see why you can email people more frequently than you might expect and still have your email marketing really effective. 

We’re going to examine 3 things that, I think if you get right, you won’t have to ask yourself the “am I bugging my customers” question.

They asked you to email them!

First, let’s remember this: The people who are on your email list are on there because they have opted in somehow— at least I hope that they’ve opted in to your list. They are voluntarily opting in, right?

If someone asked for you to email them, do you think they will be angry that you did?

You’re not bugging them— you’re actually following through on a promise you made to them. It would actually be rude if you didn’t email them!

Unfortunately, we often get caught up into the NUMBER of subscribers and not the quality of subscribers. Yes, it feels and looks great to have a huge email list, but if many of those people aren’t actually interested in what you have to say, then what’s the point of emailing them?

It’s going to seem counterintuitive— but it’s imperative that you actively keep your subscriber list clean— and that’s going to mean getting rid of subscribers as actively as you try to obtain them.

I recently did this with my own list, in a drastic way. 

I had been collecting emails through lead generation funnels for a couple of years. In that time I grow my list to thousands of subscribers. But when I would look at the analytics of my emails I was sending out, I could see that only a very few were reading them.

While it pained me to trim my list drastically, what was the point of sending emails that I knew would never be read?

So, I cut my list down just to the people who consistently open my emails— which was not a lot. 

It was a bit painful to see my list shrink dramatically, but knowing now that my list is of much higher quality and filled with people who WANT to hear from me, I know that my marketing will be more effective.

There are a couple ways you can go about doing this, and perhaps will take a deep dive into those in a future episode, but I would start with trying to segment your list down to the people who actively read your emails and customers you work with on an ongoing basis. 

You can do this manually, by going through the list yourself.  This takes a little bit of time and you’ll want to have a good understanding of who those people are.

Alternatively, you could ask your subscribers to “self-select” by sending an email asking them to opt in again, or opt out if they are no longer interested. 

Again, there are a lot of details we could explore on exactly how to go about this, but for the sake of this episode, we’ll save those for another day.

The point is, you want to keep your email list healthy, full of people who are engaged and want to hear from you. By having confidence that your list wants to get an email from you, you won’t have the same question my customer asked me.

Be consistent

Consistency is important in every form of marketing, and email marketing is the same. In my customer’s case, I think this was the biggest problem he was facing… It wasn’t that 2 emails in a week would be too much, it was two emails in a week after months of silence. 

Setting up a consistent schedule for your emails can be very valuable in not only keeping you on track of sending them, but getting people into the rhythm of knowing when to expect emails from you.

They might never notice that your emails always come specifically on a Tuesday morning, but if you spend time building up that rhythm they will notice when something is “off”.

Once you have a consistent schedule down, trying to figure out if sending an additional email is “too much” is a lot easier to do. 

Think about it this way…

If you’ve sent out 6 emails in the last 12 months, then you’re averaging 1 email every 2 months.

If you send 2 in a week, that’s going to seem very out of place and really seem out of rhythm.

However, if you send 1 email a week for the last 12 months, and something timely comes up and you throw in an extra one, it’s not nearly as noticeable. 

How often you email your list is really up to you, but no matter the schedule you set, staying consistent with that schedule is an important part of seeing success.

When you’re consistent you can keep people engaged and make it easier to know if your email is going out at an appropriate time or not.

Bring the Value

I kind of saved the best for last here, and the most obvious question you can ask yourself when you’re considering sending something to your list.

Is this valuable to my audience?

In my customer’s case, his email was valuable to his audience (and that was part of the reason I encouraged him to go ahead and send it out (along with warming up his list at the same time)). 

Sending valuable information should be the primary focus of your email marketing efforts regardless of any other factors.

No matter the schedule, and no matter who reads it (or not) if it’s packed full of value— then it will be successful.

So, what is a valuable email? 

Well, it really depends on your audience.

For my business, I send out a lot of tips that are similar to this podcast… Things business owners can use in their own business to improve their digital marketing. The first goal of any email I write is “How can this be really valuable to my audience?”.

But every business is going to be different…

A landscaper might send tips for best times to water your lawn

A restaurant might send out coupons or special offers

An accounting might remind folks that it’s time to file their estimated quarterly taxes…

In any of those scenarios it’s easy to craft something that’s valuable to your audience.

Does your email hit the mark?

If you’re like my customer, and hesitant about sending an email out to your list ask yourself these three questions:

  1. Is it valuable?
  2. Do people want it?
  3. Am I being consistent?

If you can answer yes to at least 2 of those questions, then you’re safe— and if you can answer yes to all three then you better hit that send button!

Hopefully this helps answer this question for you as well. And if you have any more questions, feel free to email me [email protected] and I’d be glad to answer those for you personally. And if you have any other questions you’d like to hear answered on the podcast, send me an email and I’ll be glad to cover that on a future episode. We’ll catch you on the next one.

ABOUT THE HOST

Kyle Van Deusen

For the past 15 years I have helped businesses like yours increase their online presence through powerful websites that help you easily, effectively, and affordably grow your business.

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