When is it time to stop sending emails?

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For many entrepreneurs, it is difficult to decide whether or not to discontinue a regular email marketing campaign. Both in cases where the email marketing campaign is successful and in situations where the email marketing campaign fails, this decision can be difficult. In general, business owners need to weigh a variety of factors to make this decision, and there is no one-size-fits-all approach that works for everyone. In this post, we'll look at three different scenarios:

  • a successful email marketing campaign that comes to a natural end,
  • a failed email marketing campaign and
  • a successful email marketing campaign that could go on forever.

First, let's look at an example of a successful email marketing campaign that comes to a natural end. It may be appropriate for a business owner to end their email marketing efforts in several cases. The most obvious example is an email marketing campaign that is focused on a specific goal rather than selling products or services. For example, a political email marketing campaign may start slowly, peak at a time when voters are most interested in learning about the issues, and then taper off when the election process begins and the majority of voters have already made their decision. Similarly, an email marketing campaign aimed at raising funds for a particular charity will naturally come to an end once the target has been reached. These email marketing programmes can be very successful, but there is no reason to continue them once the targets have been reached.

Next, let's look at an email marketing campaign that doesn't meet its goals. It's hard to say when an email marketing campaign like this is a success because there are so many variables to consider. For example, if a business owner spends a lot of time and money on email marketing but is not seeing success despite their best efforts, it may be time to end the campaign. However, if the business owner has not invested a large amount of money into the email marketing campaign and still has some ideas to make it a success, it may be worth extending the campaign to see if the desired goals can be achieved.

Finally, it's important to remember that email marketing campaigns don't necessarily have to end. Look at a niche topic like search engine optimisation (SEO). There is no reason for a business owner who has been creating and sending monthly e-newsletters on this topic and receiving positive feedback from these email marketing tools to stop as long as they are still able to create the e-newsletters. An e-newsletter can remain active as long as there is a demand and interest in the material delivered, similar to how many magazines are printed for years. Since SEO is constantly evolving and e-newsletter users can expect to receive the e-newsletter each month to gain more knowledge about current industry trends, the demand for this product will remain in our scenario of a business owner producing an SEO newsletter.

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Sanjay Sauldie, born in India, grew up in Germany, studied mathematics and computer science at the University of Cologne, did his Master of Sciences (M.Sc.) at the University of Salford (Manchester, UK) on digital disruption and digital transformation (2017) and was trained at EMERITUS (Singapore) in the MIT method of design thinking (2018). He is Director of the European Internet Marketing Institute EIMIA. Awarded the Internet Oscar "Golden Web Award" by the International World Association of Webmasters in Los Angeles/USA and twice the "Innovation Award of the Initiative Mittelstand", he is one of the most sought-after European experts on the topics of digitalisation in companies and society. In his lectures and seminars, he ignites a firework of impulses from practice for practice. He manages to make the complex world of digitalisation understandable for everyone in simple terms. Sanjay Sauldie captivates his audience with his vivid language and encourages them to put his valuable tips into practice immediately - a real asset to any event!

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