6 Tactics to Determine B2B Email Frequency

June 13th, 2011 | By Adam Holden-Bache | No Comments

B2B Email Frequency checklistFor many B2B email marketers, determining the proper frequency for their email campaigns is an extremely difficult task. The challenges of trying to deliver relevant messages at the right time while adhering to internal schedules and approval processes can create situations where marketers may not always be able to establish best practices for their B2B email delivery.

In order to determine a successful email frequency for your campaigns, you can start by looking at your internal capabilities and processes, then consider how these impact the campaign content and recipient value.

1. Sync your campaigns to your sales cycle
Understanding the speed at which your customers, clients or prospects move through your sales cycle can help you determine a proper pace for your campaigns. It also helps to understand how far along your contacts are in the sales process when they initiate contact with you for a first sale or a repeat purchase.

2. Know your lists
In many B2B organizations, multiple departments, divisions or marketing groups use the same email list. Understanding how often this list is sent marketing messages is imperative to the success of a campaign. If your list is being pounded with messages, your chance of success is less than a list that is managed properly.

Work with the marketers in the other departments to create a schedule so that everyone knows when campaigns are going out and to whom they are being delivered. Create a frequency schedule for all communications- newsletters, announcements, webinars, etc.- and stick to a pattern so recipient become accustomed to receiving your email at various times or on specific days.

3. Ask recipients for their preferences
With consumer communications it’s becoming more popular to allow recipients to dictate how often they hear from marketers. B2B marketers are typically less interested in providing frequency preferences, likely because most feel that recipients need to receive the communications as part of business requirements. However, surveying your recipients on how often they want to receive emails is always a good practice. Based on the results you can use the data to modify your campaign schedule.

4. Review your reports
Your campaign metrics can provide a wealth of information. If you see open/click rate drop-off and lowering conversation metrics, that will tell you that recipients aren’t responding to your campaigns. If you see steady or increased activity from your emails, then its likely you’re campaign schedule as at worst at an acceptable level.

Be sure to analyze your campaign metrics- in many cases they’ll give you a good indication as to the value of your content and campaign frequency.

5. Know your content production capabilities
In some businesses, generating content for email campaigns is the most difficult part of the email marketing process. Building your schedule around content production capabilities can help you determine your options for delivery, then watching metrics, list frequency and monitoring feedback can help you determine how often you should send your campaigns after your content is prepared.

6. Can you handle the success?
If your campaigns are successful you’ll need to support campaign response. Are your internal resources ready to manage requests, provide feedback and nurture leads? How much volume can they handle? If you know there is a limit to what you can support, manage the campaign deliveries so that they don’t overwhelm the team dealing with campaign response.

What other tactics do you use to determine the frequency of your B2B email campaigns?

Tags: , , , , , ,

Email Transmit Info Center – Email Marketing Blog is proudly powered by WordPress | Entries (RSS) and Comments (RSS).