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With worldwide daily email users expected to reach 4.6 billion by 2025 and 86% of professionals describing email as their favourite communication channel, email marketing in B2B is as important now as ever.
But how many emails should a B2B marketer send?
Research has found that 35% of marketers choose to send between 3 and 5 emails per week to their customers.
And although this works as a general guideline, at Blend, we believe you should only send an email when you’ve got something to say. The question to ask is not ‘how many emails should I send?’, but ‘does this email say something truly valuable?’
Consider your ideal customer or persona when developing your email marketing strategy.
How is your persona likely to feel about email marketing? Do they have access to their inbox throughout the day, or do they work in a lab, for example? Are they able to make purchasing decisions, or will they need to forward your email to someone?
There’s no one right way to do email marketing, so consider what’s best for your business and your target persona. That should help give a good idea of what will work for you.
There are lots of different types of marketing emails at your disposal. Considering each can help you determine their frequency.
Transactional emails are an automated response to a lead or customer taking a specific action such as downloading content or requesting a demo. Only send these emails when the lead or customer takes the specified action.
They can be broken into three types:
Lead nurturing emails are a series of connected emails. They aim to qualify leads before they are passed to your sales team.
You can nurture leads through automated workflows, sending them content that is relevant to previous actions they have taken on your website, or information they have provided.
But, in our experience, lead nurturing doesn’t turn leads into customers at a huge rate in B2B. However, if you design them to be truly valuable to the recipients, your engagement rate is likely to increase.
Blog digests and newsletters are two ways to showcase your blog content directly into your subscriber’s inbox.
We'd recommend only including one blog post per digest. This achieves the greatest level of engagement and ROI. When blog digests contain multiple posts, the engagement rate drops after the first post, meaning articles in positions two and three don’t get the same visibility.
Newsletters are another option. However, if you have an active blog, we’d advise against setting up a newsletter email campaign. We find it’s a better use of time to create content for your website, especially with the added SEO benefits. However, if you see results from your newsletter, then do continue.
Informational emails keep your audience up-to-date with your business. They can include:
The type of marketing emails you send is just one factor. There are other considerations that will affect the frequency of your marketing emails.
Email marketing isn’t about you or your company, it’s about providing value to your subscribers and customers. And it’s just one tactic in a wider inbound marketing strategy. By aligning the frequency of your emails to what is truly valuable for the recipients, you’ll achieve your marketing goals quicker.