Frequency Matters

Sending too much email to subscribers can increase unsubscribes, spam complaints, and generally annoy the people on your list. However, not sending enough can be an even greater risk. Here are a few ways where under mailing can hurt:

  1. Deliverability to the inbox is tied to the sender’s reputation. If you don’t mail regularly, your reputation is unknown and can lead to pretty erratic deliverability issues. When those issues happen, it’s hard to mitigate because the ISP’s don’t know who you are.
  2. If you are erratic in your sending practices and under-mail, you run the risk of your subscribers forgetting who you are. That, in turn, can lead to them questioning if they even signed up for your brand. This increases the likelihood of them marking your emails as spam or, worse yet, unsubscribe altogether. Despite your best intentions to not clog their inbox, they will think its spam nonetheless.
  3. When you don’t send consistently, it’s harder for you to determine who is considered “dormant” vs. “inactive” insider your subscriber base. This can lead to messaging confusion and assuming that everyone on your list should receive the same type of message.
  4. In an era where people like to voice their displeasure with brands online, the brand damage that can multiple 10x in any digital channel can take a while to recover or, at the very least, address on a grand scale.

Key Takeaway

Imagine if you will the annoying Aunt or Uncle that decides to show up at your house unannounced and wants to stay several weeks. You saw them at the reunion last year and had a good time, great laughs, and they just assumed it was ok to come and “spend” some time with you. As invasive as it is someone staying at your house unannounced, the same holds by you invading their inbox without warning or any consistency.

Don’t be Aunt Karen and Uncle Bob, and invite yourself in the inbox when you feel like it.