Author: Chris Pearson, Partner & Email Marketing Specialist at 3BM
Imagine a world where your email list isn’t just a static collection of subscribers, but…
An engaged community eagerly looking for your messages.
Sounds like a marketer’s dream, right?
Well, that dream is closer to reality than you might think, and daily emails could be the key to unlocking it.
The Fear of Overwhelming Subscribers
The mere mention of “daily emails” often sends shivers down the spines of brand owners.
The prevailing fear?
Overwhelming your subscribers to the point where they hit that dreaded “unsubscribe” button—or worse, mark you as spam.
The thought of losing hard-earned subscribers is enough to make any marketer think twice about the frequency of their email campaigns.
Striking the Right Balance
Sending emails daily presents a unique set of challenges.
- How do you keep your content fresh and engaging day after day?
- How do you avoid the dreaded spam folder?
- How do you ensure that your emails are not just opened but also acted upon?
These are the questions that haunt brand owners as they contemplate the idea of daily sending.
A Damaged Reputation and Lost Revenue
Make no mistake; the risks of getting daily emails wrong are significant.
Poorly executed daily emails can lead to subscriber fatigue, lower engagement rates, and a tarnished brand reputation.
And let’s not forget the potential loss of revenue.
Each unopened email is a missed opportunity—a chance to connect, engage, and convert that’s gone forever.
Being Marked as Spam and Losing Trust
The ultimate fear for any brand owner is having their emails marked as spam.
Once that happens, your emails are as good as invisible.
But even before that, there’s the fear of losing the trust and goodwill of your subscribers.
Trust is hard to build and easy to lose, and a barrage of irrelevant, annoying emails is a surefire way to erode it quickly.
Not All Daily Emails Are Created Equal
But what if I told you that sending daily emails doesn’t mean bombarding your entire list every single day?
That’s right; the art of daily sending is far more nuanced than you might think.
Done correctly, daily emails can become something your subscribers look forward to, not something they dread.
Why Brands Shy Away from Daily Emails
The prevailing belief among many brand owners and marketers is that daily emails are a one-way ticket to Spamville.
The word “daily” itself seems to evoke images of cluttered inboxes, annoyed subscribers, and a rapidly increasing unsubscribe rate.
This misconception is so deeply ingrained that many brands won’t even consider daily emails as a viable strategy, fearing that they’ll be perceived as spammy or, at the very least, incredibly annoying.
The Untapped Potential of Daily Emails
Contrary to popular belief, daily emails can be a powerful tool for building engagement and driving conversions—when done right.
The key lies in providing consistent value.
If your emails are packed with useful information, exclusive offers, or engaging content, they become something that subscribers look forward to, rather than an annoyance to be swiftly deleted.
In fact, well-crafted daily emails can serve as a touchpoint that keeps your brand top-of-mind, fosters a sense of community, and encourages ongoing interaction.
The Numbers Don’t Lie
According to a study by Adobe, the average person spends up to 5 hours a day checking their email. Yes, you read that right—5 hours!
What’s more, a survey by MarketingSherpa found that 60% of consumers prefer to be contacted by brands through email, even on a daily basis, as long as the content is relevant and provides value.
So, the numbers clearly indicate that people are not just open to daily emails, but they’re actually spending a significant portion of their day in their inbox.
The opportunity to capture attention is there; it’s just a matter of seizing it in a way that adds value to the subscriber.
The fear of overwhelming subscribers with daily emails is not entirely unfounded, but it’s often based on misconceptions and outdated best practices.
When executed with thoughtfulness and a keen focus on providing value, daily emails can become a cornerstone of your engagement strategy, rather than a dreaded nuisance.
So, let’s move past the fear and explore how to do daily emails the right way.
The Balancing Act – Frequency vs. Relevance
One of the most significant challenges in sending daily emails is striking the right balance between frequency and relevance.
Send too many irrelevant emails, and you risk not only annoying your subscribers but also getting your emails marked as spam.
Send too few emails, and you risk becoming ignored (also irrelevant in the customers life).
This is a precarious situation that can have long-lasting implications on your email marketing efforts.
The Domino Effect of Poor Email Deliverability
Being marked as spam is more than just a minor inconvenience; it’s a serious issue that can severely impact your email deliverability.
Once an email provider identifies your emails as spam, it becomes increasingly difficult for your future emails to reach the inbox, regardless of their content or value.
This can result in a significant drop in open rates, click-through rates, and ultimately, conversions.
It’s a downward spiral that can be incredibly challenging to recover from, affecting not just your email marketing ROI but also your brand’s reputation.
Your Shield Against the Spam Folder
So, how do you avoid this dreaded fate?
The answer lies in relevance.
Sending daily emails doesn’t automatically make you a spammer; sending irrelevant, non-valuable emails does.
Your emails should be so packed with value that your subscribers would miss them if they stopped coming.
Whether it’s a daily tip, an exclusive offer, or a piece of engaging content, what you send needs to resonate with the specific needs and interests of your audience.
By focusing on relevance, you not only increase the likelihood of your emails being opened and read but also significantly reduce the risk of them being marked as spam.
Relevance acts as a protective shield, ensuring that your emails find their way to the inbox, rather than the dreaded spam folder.
Striking the right balance between frequency and relevance is a nuanced art form, but it’s crucial for the success of any daily email strategy.
Crafting Daily Emails That Add Value
The key to sending daily emails without overwhelming your subscribers lies in one simple word: value.
When your emails consistently provide value, they become something that your subscribers look forward to, rather than something they dread.
But how do you go about crafting daily emails that are not just opened but eagerly anticipated?
Let’s dive in.
Content Types: The Building Blocks of Value-Driven Emails
The type of content you include in your daily emails can make or break their success.
Remember, value can come in many forms, shapes, and sizes.
Here are some different types of content that can add value to your daily emails:
Tips and How-Tos: Quick, actionable tips or how-to guides related to your industry can provide immediate value to your subscribers. For example, if you’re in the fitness industry, a daily workout tip can be incredibly useful.
News Updates: Keeping your subscribers in the loop about industry news or updates about your company can make them feel like insiders, which fosters a sense of community.
Op Eds: Yes, give your opinion on something, anything. People watch the news for the headlines, but they stick around for the opinions.
Special Offers: Exclusive discounts or early access to new products can make your subscribers feel special and appreciated, increasing the likelihood of conversions.
User-Generated Content (UGC): Showcasing reviews or photos from satisfied customers can not only provide social proof but also create a more engaging and interactive experience.
Personal Stories: Sharing personal anecdotes or stories can humanize your brand and help you connect with your subscribers on an emotional level.
Surveys and Polls: These not only engage your subscribers but also provide you with valuable customer insights.
Educational Content: Whether it’s a deep dive into a specific topic or a roundup of the best articles in your industry, educational content positions you as an authority and provides value to your subscribers.
Entertainment: Sometimes, a little humor, teasing a troll, or a fun quiz can go a long way in making your emails more enjoyable.
Case Studies: Real-world examples of how your product or service has helped others can serve as powerful testimonials.
Event Invitations: Whether it’s a webinar, a new product launch, or an in-person event, giving your subscribers the first chance to sign up can make them feel like VIPs.
By mixing and matching these content types, you can keep your daily emails fresh and engaging, ensuring that your subscribers always find something of value in your communications.
Crafting daily emails that provide consistent value is an art form that requires a deep understanding of your audience’s needs and preferences.
The X-Factor: Injecting Personality into Your Daily Emails
Personality isn’t just the cherry on top; it’s the secret ingredient that can turn your daily emails from good to unforgettable.
While the content types mentioned above provide the structure and substance of your emails, your brand’s unique personality serves as the emotional glue that binds everything together.
Why Personality Matters
In a sea of generic, corporate-sounding emails, those that carry a distinct voice and personality stand out. They’re the emails that get opened, read, and acted upon. Why? Because people don’t just buy products; they buy stories, experiences, and connections. Your personality can turn a simple transaction into an emotional investment.
How to Infuse Personality
Tone and Voice: Whether it’s casual, professional, humorous, or inspirational, the tone of your emails should reflect your brand’s personality.
Storytelling: Use anecdotes, customer stories, or even fictional tales that align with your brand message to make your emails more engaging.
Turn of Phrase: How you say something vs. how someone else says it shows personality. Texans say “y’all.” Kentucky says “you all.” These little details give your emails a certain feel.
Signature Sign-offs: A unique sign-off can serve as a memorable closing note, reinforcing your brand’s personality.
By infusing your daily emails with your brand’s unique personality, you’re not just providing value; you’re creating an experience.
An experience that your subscribers will look forward to every day, making your emails a welcome guest in their inbox, rather than an intruder.
Personality is the multiplier that can amplify the effectiveness of all the other elements in your email. So don’t be afraid to let your brand’s true colors shine through.
It could be the difference between an email that’s merely opened and one that’s eagerly anticipated.
How Daily Emails Helped This Health & Wellness Brand
One of our clients sends 5 – 7 emails per week.
But, they don’t send every single email to their entire list.
Here’s the increase in email opens over a 90-day period:
Here’s the increase in orders over that same period of time:
As you can see, when done correctly, the daily email send actually grows your brand and your revenue.
The Payoff: The Big Three Benefits of Daily Emails
Daily emails increase subscriber interaction, leading to higher open and click-through rates. This consistent touch keeps your audience engaged and less likely to unsubscribe.
The frequent engagement opportunities that daily emails provide can significantly boost your return on investment. More touch points mean more chances for conversions.
Beyond immediate metrics, daily emails help build a community of loyal brand advocates. This long-term engagement strengthens your brand and keeps your audience coming back.
Daily emails offer increased engagement, a better ROI, and long-term brand loyalty.
A Quick Recap on Daily Emails
Daily emails may seem daunting, but they’re a powerful tool for eCommerce brand owners looking to boost engagement and sales.
The key is to strike a balance between frequency and relevance, ensuring each email provides value to your subscribers.
By incorporating a mix of content types and infusing your brand’s unique personality, you can turn daily emails into a welcome guest in your subscribers’ inboxes.
Increased engagement, higher ROI, and long-term brand loyalty.
Don’t let misconceptions hold you back; embrace the untapped potential of daily emails today.
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