LOCAL MARKET MONOPOLY EPISODE 66
Email Frequency: How Often Should You Be Sending Emails?
Podcast by Clarence Fisher
Email Freequency

About This Episode

Are you struggling with your email marketing strategy?

Do you feel like you're sending too many emails or not enough?

You're not alone.

Regarding email frequency, many small business owners like yourself are searching for the right formula for successful email marketing.

I'm excited to share our latest podcast episode with you, “How Many Emails Should You Be Sending?”

In this episode, we'll explore the art of effective email marketing and answer the age-old question of how often you should send emails to your customers, clients or patients.

We'll share tips and tricks on finding the right email frequency for your business, creating engaging content for your emails, and measuring the success of your email campaigns.

Whether you're a seasoned email marketer or just starting out, this short podcast episode is sure to provide valuable insights that you can use to improve your email marketing strategy.

So, what are you waiting for? Listen to our latest podcast episode now.

author avatar
Clarence Fisher

Disclaimer: The transcription below is provided for your convenience. Please excuse any mistakes that the automated service made in translation.

Clarence Fisher: Have you subscribed to the local Market Monopoly newsletter yet? Each week you get one actionable digital marketing tip delivered straight to your inbox. Designed specifically for small businesses like you who want to increase their market share and grow their online presence. Each tip focuses on strategies for growing your online reputation, increasing your company's reach, and improving sales and referrals without wasting money on ineffective tactics. Sign up now at localmarketmonopoly.com and start receiving our best of the best strategies immediately.

Intro: You're listening to Local Market Monopoly with Clarence Fisher uncovering the tools, tactics and strategies, the most successful small businesses used to dominate their local market and own the block.

Clarence Fisher: Welcome back to Local Market Monopoly. I'm Clarence Fisher, your host, and this is episode 66. We're going to talk about how we know that we're sending too many emails. Before I jump into that, got to say that I went to see Ant-Man the other day and funny story, I thought that I would take a day off. I hardly ever take a day off. If you know me then you know that I hard I work all the time, and I'm not saying that to complain. I'm saying that because that's what I like to do. I'm fortunate enough to do what I like to do for a living, which makes it even easier for me to work all the time, but my nature is I am a worker. I started work. I started working in construction at like 14 years old, pulling asbestos out of buildings in downtown Tulsa.
Probably not what you should be doing anybody, but definitely 14 years old, but it was a way to make some money, so start that, but I've been working the whole time. My 50th birthday party, that was one that was a current theme that ran through everybody who was talking. My brother gave a toast and he is like, man, I hope that you'll at least take a few days off and just think about all the wonderful things that people have said about you today. And this was the day that I was going to take one, take that day off, I actually called my brother on the way to the theater and said, you're not going to believe this, but I'm taking off in the middle of the day. Actually, no, I took off the whole day Friday and I'm going to the movies in the middle of the day.
It was a 1210 showtime, and I'm just like, nobody's going to be there when I book my ticket online. There was only one seat. It was my seat at the top row in the middle. I've got the entire theater. I am just picturing being immersed in the sound of Antman and it ended up being a good movie, but I didn't really care what movie it was. I just wanted to just sit alone and with some popcorn and enjoy this time. And I get there and I'm walking up to my seat and there are two people sitting. I actually paused halfway up the steps to look at my phone, to look at the seat that I'm supposed to be in, and two things went through my mind. One is, my goodness, there's other people here. Two, I hope they're not in my seat. So I walk up and turns out these two beautiful people bought the seats right next to mine.
So I have the middle seat, and then they are sitting right to the right of me and I'm thinking, who in their right mind does this? Who does this? If you get online and you're buying your ticket or you're, or even if you're buying it right then and they show you the screen of where to sit, you see that someone else is right there in the middle. These have to be extroverted people right in the middle of the theater, who in their right mind says, I want the two seats right next to that person. I said, we have this entire theater to ourselves, and that's exactly what it was. There were three of us, okay? One guy came in, one other lonely soul walking into the movie theater in the middle of the day on a Friday, walked in, but he was considerate. He sat three rows down and off to the right, but these other two right next to me, he's on the phone, he's on the phone, he's talking on the phone, and then she is laughing out loud at scenes that aren't even funny Antman has some funny scenes, but it was, anyway, I tuned them out and I had my popcorn and I'm sitting there and I watched the movie, but it would have been much preferred if I had the theater myself.
I think I am this close to renting just the theater midday can't be too much to rent it out in the very first showing where there's no one there except for me, but I did take time off. I will. I told my brother I took time off and I guess I'm telling you that I took time off anyway. I had to share that had nothing to do with what we're talking about right now, and I know I went way too long on that story, but let's get back. I just had to share it with somebody. You're my friends. Okay, here we go. Let's talk about emailing too much, which has nothing to do with the movies. You have probably thought this just like a lot of my clients thought this in the very beginning. Once A, you can email too much and okay, I'll tell you this, you can email too much, but it's more along the lines of context, right?
The number one reason, I'll tell you this, I will give you this. The number one reason that people unsubscribe from a list is too many emails. I will give you that, but you have to think about this. The number two reason that the second reason that most people unsubscribe from an email list is irrelevant emails. So think about that. If the number one reason is too many emails and number two is irrelevant emails, well, I think they kind of go hand in hand. I guess what I'm saying here is I believe the number one reason that people unsubscribe is too many irrelevant emails. If you send emails that people want, then they don't unsubscribe. It doesn't matter how often you send emails. Think about this. We watch TV shows. I mean, who is it? Stephen Colbert or whoever does the late night and they talk every single day and people are tuning in every single day to hear what they have to say.
The same thing can be said about your emails, but it depends on what type of business you're in. If you're in an e-commerce business, you can send way more emails than let's say a service-based business. If you're a service-based business though, you can still send an email a week, I would say four to eight emails a month. You can still send the problem lies and people want to send. Our nature is to send a promotional email every single time. You don't want to do that. You want to send emails that have content and context, and then you want to make sure that your email list is healthy, meaning people who have unsubscribed or given you or their email address has gone bad. You want to take those out, but you want to know your list. Okay? What do they want? If you're giving them information to help them along their journey, no one's going to unsubscribe from you as long as you're helping them along their journey.
For instance, we send an email every single week, and it's what a tip strategy to help you along your journey, help you own your block, meaning you get the email, and I hear this all the time, Clarence. We got to email and I forwarded the email to my marketing person. I got the email and I forwarded to this person. These are high level CEOs who definitely are not going to stay on the list if they're getting irrelevant emails, but it's relevant to them. I've also had people email me and say, Hey, Clarence, I just want to let you know that your emails are becoming irrelevant to me. I have had it guy tell me that, and so I'm like, oh, okay. And then he sent me examples of emails that he does find relevant. Now, do I change everything because someone said that their email is, my emails are becoming irrelevant?
Maybe not, but also it's feedback from my list, which I'm totally grateful for and totally grateful that the person told me this, and you can tell me this. You can go to local market monopoly.com/ask and tell me what's ever on your mind and give me feedback and I take it. So here's what I did with that piece of advice. I took it as a warning shot. I took it as, you know what? Let's go back to the team and let's look at these emails and make sure that we are providing value. We never want to get into over into this lane where we're sending emails just because the calendar says we need to send an email. That is how you get people unsubscribed. Over the past few months.
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So this is what I would do and I would recommend you do. Here's the action plan. Here's the action step. Also, we talked about earlier on one of the episodes, which episode was it? It was episode 63 where we go over the ROI of emails, which is anywhere from $36 to $42 per dollar spent on emails. That's the ROI that you'll get. I typically say $40. Some sources will say 36, some will say 42. I just say, Hey, $40 per dollar spent on emails is what you're going to return, so you want to send as many emails as you possibly can, not possibly, but as many as you can reasonably and test with your list, but I promise you, you can get away with this framework that I'm about to give you right now.
Start with a welcome email series. As soon as someone comes into your world, if they call and they book, they schedule an appointment, make sure that they have a welcome sequence that's going out. That could be three to five. You're pushing it a little bit after five, but send them an email every single day. Yes, a pre-programmed email series every single day, and if you want to know what to put in those emails, we got a fabulous interview with Sue LaPointe, Sue Anderson, who writes a lot of our emails for our clients, and here's what episode was that. I want to make sure that we have that episode for you. That was episode 37. You can go to the website and hit the search bar and type in welcome email series. You can type in Sue Anderson or you can, I would do that.
I'm would go to the website and type in the search, but it's episode 37 if you're on iTunes or something like that. All right, so have the welcome series there, and when someone gets on your radar, they've booked an appointment or they're about to come in, send them the welcome email series, then send a monthly newsletter, and in that newsletter that you have going out once a month, you want to have some type of education in it. You can highlight a customer, client or patient in it. You can highlight a new, oh man, this is great. A new service or product that you offer so that the people who are getting that recognize that you offer other things. I can't tell you how often it happens that this has happened to me. Someone gets a service from, gets a service from someone else because they didn't think that I offer that service.
Now, we've gotten better over the time at this as cross-promoting other services, but then also for us, it comes down to when we're having that monthly meeting, it's like, what else are you looking for? Are you in the market for, right, so that I can handle it at that time, but you want to cross promote your other products and services and your monthly newsletter is a great way to do that. Then so you've got that, but then also weekly, send out some education, send out some value to them, and then every once in a while you can run a promotion for that week, and so this is how it, how it all looks and it sounds like a whole bunch of emails, but it really only equals out to about, again, four, maybe you get to eight emails if you're having a special promo that you're sending more emails for, but I come onto in your world and I get a welcome series that goes out.
I'm getting an email every single day. It's like, Hey, we're so glad that you're in our world now. The second email, it's like, Hey, this is about our business, how we came. This is a bit about us and this is what you can expect. All that by the time they have their first call with you or the time that they come in, they should already know and trust you to where they are open for what you're going to tell them. And then let's say that ends up being on a Tuesday and you send out your weekly email on a Friday, so they get a weekly email and it's more good stuff. It's helping them solve the problem that they're trying to solve, and then they get an email, let's say the next week, and it's your monthly newsletter, and then that newsletter you're highlighting, one of your, highlighting a testimonial.
You're highlighting another one of your products that can help them even further. You're helping them. They're not about to unsubscribe. Where you get unsubscribes is when you start sending things that don't even relate to what you're doing, like somebody comes up to you and they say, Hey, we'll give you X amount of dollars if you'll send out this promotion for us, and you send it out just thinking about the money and not thinking about your list, that's when people unsubscribe. So baby steps. I know I sent you, I gave you a lot of stuff. Baby steps start with a monthly newsletter at very, very, very, very least, but I would really advise you to go to episode 37 and write out that welcome email series and send that. You know what? I would rather you start there first. I would rather you get a welcome series, start initiated.
There's your action step for today. Get your welcome series written out, and if you have an email platform, program it in that bad boy so that anybody that you put in that system and you tag them new that it goes out over the next few days. That's going to give you a major, major benefit and result if you do that. And then once you have that, then let's move to at least the monthly newsletter. If you have any questions, local market monopoly.com/ask, leave us a message there and we will get that. We'll put it on the show for everybody and we will get it answered for you. All right, so you have your marching orders. I will see you or talk to you again next week. Until then, you've got your marching orders, go do it so you can own the block.

Closing: We appreciate you listening to local Market monopoly. Be sure to rate, review and subscribe to the show and visit local market monopoly.com for more resources that will help you dominate your local market and own the block.

Resources

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