If you have raised a teenager, you know that one of anything is not enough to persuade people (especially teenagers) to take the actions you want.
From the book Data Smog and research firms such as Yankleovich, it is estimated we are bombarded with around 5,000 brand messages a day. How does one email make a difference?
You can be worried about sending too much email to a potential audience, but you should be even more worried you are not sending enough email. Talk to any meeting scheduler from a nonprofit board and they will tell you it takes email after email (and then calls) to get everyone to respond.
Email depends on time of day, day of the week, workload of recipient, format (computer or smartphone), and how many emails are already in the recipient’s inbox. Email is a lot like fishing—when you cast into the pond, you need the right bait, the right hook and the right equipment; and finally you need to have fish be in the vicinity of your action.
Your next email campaign may need to be an email series with different offers or a set of reminders modified for message and creative. It is going to take more than one, that’s why I’ll repeat this blog in a few months.