When we emailed people on our list about our new product only once or twice the response rate was very low. But when we started to send them multiple emails about different products some complained about the volume of emails and others opted out from the list. What can we do to manage email marketing more effectively?

As with food, your brand communication can be like gourmet restaurants where they are visited less often while their offering is filling and memorable. Alternatively, your emails can be like fast greasy food; nice at the beginning but heartburning after having it a number of times in the week. Which direction you take depends on your brand’s journey, but you know what fast food can do to your health! Email Marketing rarely works from just one email. Sometimes, it goes to the junk box, gets overlooked, or gets deleted by mistake. And this is why many brands repeat their email communication several times. Smart brands, however, get creative in repackaging the content to test different ways of capturing their target’s attention.

Having said that, it doesn’t mean that your readers won’t see through it, and in time, will react the same way they do to repeated emails of the same layout. Consider other techniques like using email as a teasing tool with links to the material rather than pushing an online brochure in one email. You may also want to consider mixing offline with online so you don’t overdo emails. All in all, regardless of the frequency or approach you choose, just remember that you’re not the only brand communicating with your prospects and customers. Living in the information age has its advantages, but it also makes people easily have ‘communication overload’; so balance is key…and that’s just my two cents.read what others have read

• two cents: you’ve got ephoto!
• two cents: born to email
• we behave online today like the 1950s