Email campaigns are a powerful way to reach out to your perfect clients, whether you are breaking the ice, following up, or letting them know about something new. The problem is that, if you send email too often, you end up seeming pushy. If you don’t send email often enough, then you risk your contacts forgetting who you are and what you do.
So, what is the right length of time for an email campaign? It all depends on who you are reaching out to and what you want to accomplish.
1. It Depends on Your Goals for Your Email Campaign
What are you trying to do with your email campaign? Your goals have a lot to do with how many emails you should send and for how long.
If you are just trying to introduce yourself or a new service, a handful of emails over a few weeks might be just right. If you want to educate clients who have already signed up for your services, it might be more appropriate to break up the information over many emails that are sent out over 6 months or a year.
Here are some “ballpark” ideas for 2 common goals to get you started:
- For following up after a book download, we usually recommend starting with weekly emails over 8 to 12 weeks.
- For a “blast” campaign about an upcoming event or special offer, we might recommend sending a few emails on an increasingly smaller time scale as the event date approaches.
Feeling lost? If you are a Foster Web Marketing client and need help figuring out the right length for your email campaign based on your goals, just reach out to our team at 888.886.0939 for guidance.
2. It Depends on Who You Are Reaching Out To
People who don’t know you probably don’t want to get stuck hearing from you for the next year or two. People you do have a relationship with will be happier to hear from you more often.
If you are managing your email contact list with appropriate tags, then you should know exactly who you are reaching out to with a particular email campaign—and that will help guide the length and frequency of contact.
For example, if you are sending email “cold” to new contacts, we might recommend that you keep it short and sweet, with prominent options to either “unsubscribe” or officially sign up for more information. If you are reaching out to past clients, then we might recommend that you reach out less often (for example, monthly instead of weekly), but over a longer period of time.
This is also the time to think about how many of your other campaigns your contacts are subscribed to. If a big portion of your audience is already receiving your newsletter and your book’s drip campaign, they may not be as open to getting yet another intensive, long-term series of emails from you.
It’s all about thinking through what your contacts and perfect clients want to see from you and tailoring the length of your campaigns to meet their needs and expectations.
3. It Depends on How Long it Takes to Convert Your Perfect Clients
How long does it take to convert the contacts that are most important to your business? We can give you “ballpark” ideas based on who you’re reaching out to and why, but nothing will give you concrete answers about what works like testing the campaigns you try.
Ultimately, everyone’s perfect clients and contact lists are different, and what they are selling is unique. You can start with an informed guess, but the real answers will lie in the numbers you get from what you’ve tried. For example, you might start a drip campaign for your book offer with a length of 8 weeks. If you see a lot of engagement fall off after week 6, then you might want to test a 6-week campaign. If there is still a ton of engagement at week 8, you might want to test a 12-week campaign. This is a simple example, but the cool thing about email is that you can get very granular in your testing and analysis.
Track your emails. Look at how well they have performed for your goals. Look at the emails that performed the best, and adjust your future campaigns to replicate that success. The data you analyze from your email campaigns is really just your perfect clients telling you exactly what they want.
All the Tools and Expertise You Need to Do Email Right for Your Law Firm
Email is one of the oldest and most effective digital marketing tools out there. It’s easy to get started, but there’s a steep learning curve to true mastery.
Do you need help building email campaigns that convert or figuring out the “sweet spot” for frequency of contact? We have you covered. Find out how we help attorneys get on top of their email marketing, or sign up for a demonstration of the email tools available in DSS.