I know how busy you guys are (because I’m one of you!), but I also know that there is a lot of different opinions and “advice” out there about email marketing that can be seriously misleading. I’m going to give you three quick posts to help clarify the basics of email marketing and how your company should approach it.
Let’s start with the first big question…
Are you a B2B (business to business) company or a B2C (business to consumer) company?
Think about companies like Williams Sonoma or Zappos. Most people don’t mind getting emails from these companies every day. Granted, they probably don’t read them every day, but they like and trust the company, so they don’t mind getting the emails. No big deal. So, if you’re a B2C company and your customers like you, send an email a day — it’s probably a-okay.
If you’re a B2B company, you need to be more careful. You’re target prospects are busy executives who don’t have the time or patience to deal with you every day. If you cross the line, it’s the unsubscribe button they’re looking for, not the phone. You’ll need to test out what email volume works best for you, but keep in mind your audience — how much email do you like to get from B2B marketing departments?