In the business world, sales emails are essentially a “necessary evil.” The average consumer isn’t interested in receiving sales emails from any company, but if we don’t send them, we can miss out on a lot of potential sales. So we keep sending these emails, but we try to disguise them as much as possible (by including discount offers and additional content) and make sure not to send them too often.
But that raises an important question: how often is too often for sales emails? If you’re trying to figure it out, here are some ways to determine if you’re sending too many sales emails:
Your unsubscribe rate is high
If many recipients are unsubscribing from your emails, that’s a definite red flag. It’s easier to ignore any emails you don’t want to read or simply delete them. Therefore, if a recipient has gone through the trouble of opening your email, finding the unsubscribe link, and completing the unsubscribe process, you must have really inspired them to break off contact. Clearly, you were sending too many sales emails.
So how can you determine if your unsubscribe rate is too high? Well, according to email services provider MailChimp, the average unsubscribe rate is between 0.14-0.45 percent. If your unsubscribe rate is anything north of 1 percent, you’re doing something wrong.
Recipients aren’t interacting with your emails
Open rates for sales emails will always be low; most consumers are smart enough to recognize a sales email by the subject line and sender, and will choose to simply ignore them by default. But how low is too low? Your open rate should be around 20-25 percent, although it can be as low as 14-15 percent for certain industries. If those numbers seem much higher than you’re used to, you’re sending too many emails.
But open rate isn’t the only metric we can use in this scenario. Click-through rates are also strong indicators of how successful your sales emails are. The average click-through rate is between 6-9 percent, and again, you should compare yourself to the norm. A click-through rate well below 6 percent indicates you need to scale back on your email campaigns.
Your conversion rate is too low
This is a tricky one, because a bad conversion rate can be indicative of many things. Your sales emails could be poorly constructed (i.e. lacking a strong sales pitch, not utilizing content), you could be sending too many sales emails, or you could be sending too few. So how do you know if your low conversion rate should be blamed on too many sales emails? Consider how many you’re sending.
Here at Rhino, we recommend sending sales emails at regular intervals, but not more often than once a week. If that sounds about right for your business, than your conversion rate problems lie elsewhere. However, if you’re sending emails more than once a week, this is the root of your problem. The trick with sales emails is to send them often enough to stay on your lead’s mind, but not too often where you overwhelm or irritate them. If you keep the 1-2 week interval in mind, that should never be a problem for your business.