Sometimes it can be difficult to decide how often to stay in touch with a customer, obviously you want more business from them and you want them to remember that you exist but also you want to be sure you don’t bother them.
Email marketing is an area of the digital marketing sphere that is particularly difficult to gauge, how many emails are too many? With such a quick, cheap and simple way to contact large numbers of people it’s all too easy to go overboard and have your contacts reaching for the unsubscribe button.
Some of the biggest culprits of this are fashion retailers, the market is so hotly contested at the moment that email marketing has increase massively over the last 12 months.
I made a purchase from a popular London based retailer recently and since then I have been flooded with emails, so much so that I actually counted them because I could not believe what I was seeing. I received 20 emails in just under 5 weeks which equates to 4 emails a week, practically one every other day.
Most of the emails were very repetitive and used the old “time is running out” strategy that went out of fashion a long time ago. Pressurised sales don’t work in an environment where customers can easily access online vouchers, discount codes or, worse, competitors.
In this particular case, the products are quite expensive and something that you wouldn’t want too many of so this level of email marketing is fairly pointless, repeat custom will be limited and seeking out new customers should be what the retailer is looking to achieve.
Investigating how the sale came to be rather than drowning the purchaser in emails would be a much better use of their time.
This is a guest post by Amanda from Clever Cat Marketing