Determining the correct email frequency is a fine art. There are sales emails, marketing emails, video emails, and even newsletter emails. How do you determine a) how often should you email your customers, and b) what types of emails you should send? Answering these two questions is made easier when you remember that there isn’t a one-size-fits-all solution, but rather, a copious amount of data available to help you determine the right publication schedule.
Step #1: Learn From Your Past
Have you been tracking your video email marketing statistics? Have you been measuring the success of each video? Did you answer “no” to either of these questions? Either way, if you want to determine how often you should send out your video emails, then you need to begin tracking your results. After all, the only way that you can learn from the past is to have a clear record of the results that you achieved.
To put you on the right track you should answer the following types of questions:
- How often are you sending video emails?
- Are you using cross-publication channels for your video emails?
- How are your open rates impacted by the number of videos that you send?
- Is there a certain audience persona that responds better to your videos?
- Do videos have a direct correlation on your unsubscribe, open, click-through, or conversion rates?
You can use the above information to establish a benchmark for your business. From this data, you can then create a lessons learned environment that will help you to tailor your approach to video email marketing. Remember that what works once, might not work a second time. In other words, be on the lookout for outlier data points that might falsely skew your approach.
Step #2: Understand Your Video Goals
Examining the past performance of your videos will allow you to better determine what is working and what isn’t; however, the next step will be to clearly understand your goals. It is important that you establish tangible goals before you begin a video email marketing campaign. To do this, ask yourself the following types of questions:
- First and foremost, what is the goal of your general email marketing campaign?
- Why are you sending videos?
- What is the desired outcome of your videos?
- How do you plan on promoting your videos?
- What information will your audience need to take the desired action?
- Finally, is there an optimal way to deliver the information that your audience needs?
Once you have answered these questions, you will need to create a set schedule. This schedule is important because it creates consistency and reliability within your intended audience. For example, an ecommerce company, that relies on audience reviews for better ratings, might need to send out seasonal video emails that highlight the upcoming looks. Conversely, a restaurant that wants to leverage the effectiveness of Snapchat style videos might send out short clips every week.
Step #3: Plan your Schedule for Sending Video Emails
Determining the optimal schedule for your audience will require you to consider the following factors:
- Who are the people on your video email list?
- Why are these people on your list?
- Did your recipients sign-up for the video emails?
- Are their distinct audience segments within your list?
Keep in mind that the more detailed you can be when you are creating email lists, the easier it will be for you to a) avoid outlier data points, and b) create a video email schedule that is tailored to the unique needs of your audience.
Step #4: Put Your New Plan Into Action
“It’s time to put your money where your mouth is.” In other words, after you complete the above three steps, it will now be time to put everything into motion. As a final checklist, make sure that you can put a “checkmark” next to the following objectives:
- Gathered intel regarding your previous video email marketing efforts.
- Actionable insights on what worked and what didn’t within your previous video emails.
- Set audience personas that will respond to your videos.
- A schedule that meets the specific needs of your audience.
- The ability to measure your results, analyze the new data, and adjust tactics to achieve success.
The Bottom Line: Only Your Audience Can Determine How Often You Should Send Your Video Emails
While it would be nice to say, “you should send five video emails each month,” the truth is that your audience will be the one to dictate how often you should send those messages. By completing the above four steps, you will position yourself to achieve video email marketing success. After all, we live in the age of the consumer. “The consumer is always right,” and the consumer dictates how often we should be communicating, as well as the most effective means of communication. Through measured experimentation you can and will determine the right video email marketing schedule.