How Much Email?

                The right amount of email can increase your customer base, move a customer to take a desired action, or coax her into making a buying decision; but how much is too much, and how much will give you the desired response?

                Occasionally your prospects just need a reminder so a follow-up email in a few days or a week is appropriate.  They may have not even seen the first message. Another good reason for a reminder is if your message is time sensitive.  You also may want to consider sending your messages at a different time of day or day of the week for higher opening rates.

                Your second message could be a resend of the original, or it may be have a different subject line and revised copy.  You can test your audience with analytics to see which is the better approach. You may want to structure an email campaign with a series of messages that promote your product, then offers a gift, like free shipping, and then a percent off coupon. Email campaigns can build up you base, and create surprising momentum. The caveat is to be very careful.  Too much mail may be considered spam, or may cause an increase of un-subscribers.  Be sure to recognize responders to your campaigns with a "thank you" note; customers appreciate good manners.

                People do love getting personal mail so the best emails that you can send your client is a creative, personalized, birthday card.  There are several sources on the net where you can create something special and most of these sites will send you a reminder each year so you never forget.  Snail mail is the better choice for birthdays or anniversaries, but many of us are too busy, or our mailing lists are too long to be able to use snail mail, but do keep it in mind for your special customers.