Are You Getting Too Many E-Mail Marketing Messages?

September 21st, 2011 by Bob Bly

The other day, one of my online subscribers, CR, complained about the e-mail marketing of a famous Internet marketer.

 “I unsubscribed from his list,” she told me haughtily. “As soon as I joined, I got e-mails from him once or twice every day – and there’s no one I or anyone else needs to hear from that much.”

 That begs the question: how frequently can you e-mail your online subscribers?

 Or: how much e-mail is too much?

 People have lots of opinions about this issue, which they support with arguments that are both passionate and logical.

 The problem is: their opinions are wholly subjective.

 The fact is: there’s an easy way to objectively and accurately determine the optimal e-mail frequency for your online subscribers.

 How does it work?

 Well, every time you send another e-mail blast to your list, a small portion of your subscribers will opt out of your list.

 Why?

 They decide that your content is no longer of value to them … or you are doing too much selling … or they don’t like your style … or you are e-mailing them too often.

 The “opt-out rate” is a Web metric that you can measure: the percentage of online subscribers who unsubscribe from your list per e-mail blast.

 A 0.1% opt-out rate means that if you have 10,000 online subscribers, 10 unsubscribed after getting your most recent e-mail.

 When your opt-out rate is around 0.1% or less, you can rest assured that you are not sending too many e-mails to your list too often.

 If you were, the opt-out rate would be higher.

 On the other hand, when your opt-out rate gets much above 0.2 to 0.4%, you are losing subscribers at too rapid a rate.

 For instance, if you have 10,000 subscribers and an opt-out rate of 1%, you lose 100 subscribers every time you send an e-mail to your list.

 You should measure and keep track of your opt-out rates with every e-mail you send.

 Adjust your e-mail frequency, ratio of sales pitches to content, message length, and topics until your opt-out rate hovers around 0.1% to 0.2% or less.

 Now, watch what happens if you increase the e-mail frequency – for instance, go from one e-mail per week to two e-mails per week.

 If you get a sharp upward spike in the opt-out rate – double or more – your subscribers are telling you they don’t want to hear from you that often.

 And you should probably eliminate the extra e-mail.

 On the other hand, if you add an extra e-mail per week and the opt-out rate does not rise significantly, you are safe in continuing at the higher frequency.

 But should you?

 Yes.

 We have lots of preconceived notions about what our market wants — and doesn’t want.

 And one of these preconceived notions is that people don’t want too much e-mail.

 But when the opt-out rate is low, your subscribers are telling you they DO want to hear from you often via e-mail.

 That’s important, because the more times you can reach out to your list with a valuable offer or content, the more money you make online.

 My colleague Amy Africa, a top consultant in B2B e-marketing, says that one of the most common online marketing mistakes is not e-mailing your list frequently enough.

 And by making that mistake, you are leaving money on the table.

 

Share

This entry was posted on Wednesday, September 21st, 2011 at 10:57 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

52 responses about “Are You Getting Too Many E-Mail Marketing Messages?”

  1. Mike Lyons said:

    KissMetrics actually put together a really nice infographic using data from …Pure360? I’m pretty sure it was pure360.

    Yes, it was.

    The infographic does a pretty nice job of covering this exact topic and looking at when to send & at what frequency you should be sending.

    http://blog.kissmetrics.com/science-of-social-timing-2/

    -Mike

  2. Niels said:

    Isn’t there another metric to follow besides opt-out rates? Are your sales increasing? Aren’t the people who unsubscribe people who wouldn’t buy from you anyways? If so, should we worry about them too much?

  3. Bob Bly said:

    Niels: I simplified to cover this in a blog post. The other key metric is open rate: are people still opening your e-mails?

  4. online marketing web page copywriting said:

    great post, it would be a very helpful and useful info.

  5. Jamie said:

    Hi, I’m Jamie – Director of Outreach at Scripted.com. Thank you so much for the tops. They were really helpful. For writers, we have a ton of paid work at the moment. For content buyers, we have flat-rate purchase options for blog posts, tweets, and other types of content! We hope you give our service a shot – You can reach me directly with any questions at jamie@scripted.com

  6. My Green Certificate said:

    My Green Certificate…

    [...]Are You Getting Too Many E-Mail Marketing Messages? – bly.com blog – bly.com direct marketing blog[...]…

  7. Nilsa Zody said:

    Surprisingly challenging many thanks, I do believe your trusty subscribers could perhaps want even more stories such as this keep up the wonderful get the job done.

  8. Guadalupe Dettra said:

    The definitive source: View more news about graffiti pictures

  9. Claretta Tinson said:

    Fine jewelry is a most desirable pal of women plus you could possibly for no reason get it wrong basically by releasing a spectacular a few diamond stud earrings toward a person’s liked. Try to keep in mind due to delivered to tiffany jewelry you’ve got organize with regards to personal preferences inside fashions you can also take the personal some time to find the right pattern for use in your women. Each nearly all persons learn about the tiffany is actually signification ,tiffany & co bracelets,nevertheless, you should really always remember this way of the main diamond earrings is usually as crucial understanding the tiffany.

  10. forum o skansenach said:

    I’m amazed, I have to admit. Seldom do I come across a blog that’s both educative and amusing, and let me tell you, you have hit the nail on the head. The problem is an issue that not enough men and women are speaking intelligently about. I am very happy that I found this during my hunt for something concerning this.

  11. Susannah Seltzer said:

    Excellent post, I conceive weblog owners need to acquire a whole lot from this internet weblog its real user pleasant. 501344

  12. treatment for low blood pressure said:

    In the great scheme of things you’ll secure a B+ just for hard work. Where exactly you actually misplaced me personally was first on your facts. As it is said, the devil is in the details… And that couldn’t be much more true at this point. Having said that, permit me tell you precisely what did do the job. Your text is certainly quite powerful which is most likely the reason why I am making the effort in order to comment. I do not really make it a regular habit of doing that. Secondly, while I can see the jumps in reason you make, I am not necessarily certain of just how you appear to unite your points that help to make the actual final result. For right now I shall subscribe to your position however trust in the future you actually connect your facts better.

  13. looking for a person for free said:

    I like this blog very much, Its a rattling nice situation to read and obtain information. “Do not use a cannon to kill a mosquito.” by Confucius.

  14. Janeen Top said:

    Spot on with this write-up, I truly think this web site wants far more consideration. I?ll probably be once more to learn far more, thanks for that info.

  15. Ezekiel Grismer said:

    Featuring tons of old school photographs-there is a awesome new ipad book that documents graffiti. http://www.schwarkreport.com/news/lens-blog-henry-chalfants-big-subway-archive

  16. Richie Dilillo said:

    Excellent post! I’m actually searching for information about k9 training but stumbled on this post and found it really interesting and valuable. Keep up the great work you are doing here.

  17. Wesley Gaetano said:

    Thanks so much! That is genuinely awesome to hear!

  18. Eurocy said:

    “Thanks for sharing, this is a fantastic article.Really thank you! Awesome.”

  19. chat lines said:

    Wow, marvelous weblog structure! How lengthy have you been blogging for? you made running a blog look easy. The total look of your website is great, let alone the content!

  20. visit our website said:

    Just desire to say your article is as surprising. The clarity on your put up is simply cool and that i can think you are a professional in this subject. Fine with your permission let me to grasp your feed to keep up to date with imminent post. Thank you 1,000,000 and please carry on the rewarding work.

  21. Tonisha Delabarre said:

    The placement is utterly wonderful! Lots associated with great statistics and ideas, in cooperation of which we mainly need! Too neediness to admire the commitment you placed hooked on your site and complete information you offer! I will certainly bookmark your internet site!

  22. Eliana Larrier said:

    I’ve been exploring for a bit for virtually every high quality articles or weblog posts on this kind of area . Exploring in Yahoo I ultimately found this website. Reading this info So i will be glad to exhibit that I’ve an incredibly perfectly uncanny feeling I learned just things needed. I most no doubt can certainly make certain to tend not to disregard this site and provide it a glance regularly.

  23. Rosanne Headland said:

    This is my first time visit at here and i am actually pleassant to read everthing at one place.

  24. plantar fasciitis Phoenix said:

    Do you mind if I quote a few of your posts as long as I provide credit and sources back to your site? My blog site is in the very same niche as yours and my users would definitely benefit from a lot of the information you provide here. Please let me know if this okay with you. Appreciate it!

  25. e cigarette forum recipes said:

    Suppose I told you there exists a solution that will aid you to stop using tobacco, and you could enjoy it! Im amazed. Can any one support me?Regards, Ken

  26. Personalised Whisky said:

    It’s arduous to search out educated individuals on this matter, but you sound like you recognize what you’re speaking about! Thanks

  27. save my relationship said:

    What’s Going down i’m new to this, I stumbled upon this I have found It absolutely helpful and it has helped me out loads. I’m hoping to give a contribution & aid other users like its aided me. Great job.

  28. ??????? ?? said:

    Thank you for the auspicious writeup. It in fact
    was a amusement account it. Look advanced to far added agreeable from you!

    However, how can we communicate?

  29. ???????? ??? said:

    Amazing! This blog looks just like my old one! It’s on a totally different topic but it has pretty much the same layout and design.
    Outstanding choice of colors!

  30. ?? ?????? said:

    Wow, this piece of writing is good, my sister is analyzing these things, therefore I am going to let know her.

  31. Louis Vuitton Store Online said:

    This is certainly interesting, You are a very skilled blogger. I actually have joined your feed and also to seeking really your wonderful post. Also, You will find shared a web site during social networking sites!

  32. Halo Spartan Assault registration code for xbox said:

    fantastic issues altogether, you just received a new reader.
    What could you recommend in regards to your post that you just made
    a few days in the past? Any certain?

  33. Visit This Link said:

    I’ve got some tips for your blog you will probably be interested in hearing. Either way, very good blog and I look forward to seeing it grow over time.

  34. Domenic said:

    Haave you ever considered about including a little bit more
    than just your articles? I mean, what you say is fundamental and everything.

    However imagine if you added some great visuals
    or videos to give your posts more, “pop”! Your content iss excellent
    but with pics andd videos, this website could certainly be one of the very bet in its field.

    Very good blog!

  35. dragon city hack tool v5.7 Star Wars Tiny Death Star Hack tool no survey said:

    I am genuinely thankful to the owner of this web page who has shared this impressive article at here.

  36. heros of camelot said:

    It’s in fact very difficult in this busy life to listen news on Television, therefore I
    simply use world wide web for that reason, and obtain the
    most recent news.

  37. heros de camelot hack gratuit iphone said:

    I know this if off topic but I’m looking into starting my own weblog and was curious what all is needed to get setup?
    I’m assuming having a blog like yours would cost a pretty penny?

    I’m not very internet savvy so I’m not 100% certain.

    Any recommendations or advice would be greatly appreciated.
    Cheers

  38. telecharger heros de camelot gemmes hack said:

    Good post. I learn something totally new and challenging
    on blogs I stumbleupon every day. It’s always interesting to read through articles from other
    writers and use a little something from other web sites.

  39. blitz Brigade hack said:

    Except for the i – Phone 4, which will probably continue to
    be sold as a low-end handset. The unlocked version is the same as those that have already hit the market, but they do
    not come with an SIM card. One of the most common screens anyone sees on the
    i – Phone is the slide to unlock screen.

  40. telecharger dead trigger 2 hack tool gratuit said:

    I’m not sure why but this weblog is loading incredibly slow
    for me. Is anyone else having this problem or is it a issue on my end?
    I’ll check back later on and see if the problem still exists.

  41. Visit This Page said:

    I have read through lots of great post, but this hands down takes the cake!

  42. Homepage said:

    Do you have a spam problem on this website; I also am a
    blogger, and I was wondering your situation; we
    have created some nice practices and we are looking to trade methods with others, why not shoot me an
    e-mail if interested.

  43. jurassic park builder Hack tool telecharger said:

    It is appropriate time to make a few plans for the long run and it’s time to be happy.
    I’ve read this submit and if I may just I wish to recommend you few
    attention-grabbing issues or tips. Perhaps you could write subsequent articles referring
    to this article. I desire to learn even more issues about it!

  44. Guns Girl School DayZ Cheats said:

    Hello, i think that i saw you visited my weblog thus i got here to go back the want?.I’m attempting to to find things to improve my website!I assume its good enough to make use of
    some of your ideas!!

  45. Social media management Luton said:

    Greetings! This is my first visit to your blog! We are
    a group oof vollunteers and starting a neew project in a community inn the same niche.
    Your blog provided us useful information too work on. You have done a outstanding job!

  46. blackoutspeakout said:

    After tightening the product, I double checked that the product lined up
    with the strings. Take a look at the video tutorials – you’ll take
    about 1 hour to master all the bells and whistles of the interface.
    It makes no difference to the performance, the principle being that the color
    of the lens blocks greens and browns, which are the most common foliage and rough
    colors, and sharpens the color of the ball against the
    now dull background, making it much easier to spot.

  47. Myers Briggs Personality Test Online Uk said:

    It’s in reality a great and helpful piece of information. I’m satisfied that you simply shared this useful information with us.
    Please keep us up to date like this. Thanks for sharing.

  48. sociopath test for children said:

    Thanks for every other fantastic post. Where else may
    anyone get that kind of info in such an ideal way of writing?
    I’ve a presentation next week, and I am at the search for
    such info.

  49. dropbox space for htc one said:

    I’m not that much of a online reader to be honest but your blogs really nice, keep it up!
    I’ll go ahead and bookmark your site to come back in the future.
    Cheers

  50. dimethyltryptamine trip said:

    I have to thank you for the efforts you’ve put in penning this
    website. I’m hoping to check out the same high-grade content by you in the future as well.
    In truth, your creative writing abilities has inspired me to get my own, personal blog
    now ;)

  51. breakupsfromhell.com said:

    Each new age brought the criminal element forward with it.
    Then consider yourself one of the few, true internet marketers.
    The Unit is powered by the Main chip adopting the CORTEX A8 core Sam
    - Sung S5PV210,and CPU frequency up to 1GHz, Memory 512MB, internal 2G memory space for TV and Internet integration.

  52. what is a testosterone booster said:

    What a stuff of un-ambiguity and preserveness of valuable experience
    concerning unexpected feelings.

Leave a Reply