How much email is too much email? That is the question.
Marketers need to strike a fine balance between staying top of mind and relevant to their customers without overwhelming them or coming across as spammy.
The frequency in which companies send email messages varies depending on the industry, business model and time of year, and should also be influenced by targeting and segmentation.
Ultimately each company will have their own formula for email marketing, but there are still some useful case studies available that can act as a starting point for testing new campaigns.
One that recently arrived in my inbox came courtesy of insurance company Aviva, which achieved a 48% increase in the number of car and home insurance quotes requested by prospective customers after adopting a ‘send more email’ approach.