It’s one of the most pressing questions of our time (okay maybe that’s a little dramatic).
Nevertheless, it is an important question: How often should B2B companies email their leads and/or customers?
Too few emails, and you’re missing out on sales & additional revenue.
Too many emails, and you might (keyword here being might) really annoy your email list to the point that they write your brand off altogether.
It may seem like a question without a perfect answer, but in this post I’m going to share with you my somewhat unconventional thoughts on the perfect frequency and best practices for sending B2B emails.
B2B Email Frequency: What Do the People Say They Want?
When discussions come up regarding email frequency best practices for B2B companies, some people often cite the fact that “customers and leads have stated they want less emails.”
Very few people (who already feel like they receive too many emails in their inbox everyday) are going to raise their hand and say “Yes! More emails please!”
It’s just not going to happen.
Yet, if you are looking to use email as an effective marketing channel to ultimately increase your sales & grow your company’s revenue, then you can’t let customers dictate how you are going to communicate and sell to them.
It just doesn’t make any sense.
Do television advertisers, or ad companies using other media channels let customers set the frequency at which they are advertised to? Nope.
Sure, some of the new ad platforms give customers options…but they don’t let them fully dictate a crucial component of their customer acquisition strategy.
Instead, they don’t fear losing sales or subscribers.
They are much more focused on getting their message in front of their target audience in an entertaining, engaging way that will build relationships, nurture leads, and ultimately grow sales.
People are going to unsubscribe from your email list…and you shouldn’t really worry about that.
If as a B2B marketer you’re more concerned with offending people by over emailing them than you are about growing your revenue, email marketing isn’t going to work for you.
That’s just the cold, hard truth.
The Real Answer: Relevancy Trumps Frequency when Sending B2B Emails
If you’re trying to optimize your ROI from email marketing (which I’m assuming you are since you’re reading this), then one of the most important things you need to know regarding the frequency debate is this:
The exact frequency with which you email your B2B leads is not nearly as important as focusing on sending relevant content on a consistent basis.
My advice is to email your leads frequently (at least a couple times a week…even daily is fine), while making sure the content you send them is relevant to them.
Remember, your subscribers don’t necessarily want to know what’s going on at your company. They care much more about themselves and what you can do for them.
It’s not about you, and it never has been.
If you’re struggling to send relevant, engaging, entertaining emails to your subscribers, here are three questions you can answer to get the creative juices flowing:
1. Have you created a piece of content lately the solves a specific problem for your audience? Email them and share it (make sure your copy focuses on how it benefits them).
2. Do you have the ability to craft an engaging, compelling story that will entertain your email list? Do it and send it to them.
Don’t worry about being unprofessional. The reason a lot of B2B companies struggle with converting leads into sales is because they actually believe “sounding professional” is a best practice.
Sure, you want to come across as knowledgeable and trustworthy in your emails, but you also need to be human…which means not being afraid to show a little humor.
3. Have you recently gotten positive feedback and/or testimonials from a client? Build a case study and send it to them (again, focusing on how the client mentioned in the case study got their problem taken care of by implementing your solution).
Be relevant and share valuable information on a consistent basis.
Make it a point to advance the sale in every email, but don’t shove a “hard sell” down their throat in every email.
Contrary to popular belief, you absolutely CAN provide value and sell at the same time.
So What Should Your Frequency Be (That’s What You Really Want to Know Right?
If you clicked on this email and wanted me to give you a straightforward answer like “communicate with your email list twice a week” then I’ve probably disappointed you.
In reality, there are just too many other factors in play.
Email marketers from hundreds, probably thousands of different companies are going to read this article, and to give everyone the exact same advice wouldn’t just be irresponsible, it would be asinine.
The best advice I can give you on email frequency is to communicate as often as you can with your leads while still providing relevant content that entertains, engages, and moves the sales conversation forward.
You don’t have to “hard sell” in every email that you send (and probably shouldn’t), but at the end of the day the whole reason you’ve built your b2b email list is so you can sell these prospects something and hopefully establish long, profitable relationships with a significant portion of your list.
If you lose a few subscribers along the way…who cares?
They probably weren’t going to buy from you anyway.
Ever heard the “if you try to please everybody you’ll end up pleasing no one” quote? Personally, my favorite version is from John Lennon (The Beatles Anthology):
“Trying to please everybody is impossible – if you did that, you’d end up in the middle with nobody liking you. You’ve just got to make the decision about what you think is your best, and do it.”
Well said Mr. Lennon.
Provide timely, relevant content with the best frequency that you can. That should be the “email frequency best practice” you strive for.
Nothing more, nothing less.
And if you happen to need help writing amazing emails to increase your sales, I recommend you sign up for my 5 lesson email course below (it’s free…so why wouldn’t you?).