Given the relative low cost of email marketing it is possible to send out campaigns much more frequently compared to traditional direct marketing. However, just because it's possible to send emails daily, doesn't mean you you should do it.
There are some emails e.g. MotoGP News updates that I look forward to receiving on a daily basis. There are others that I wouldn't want to see more frequently than once a quarter.
Clearly, email marketing works for Halfords given their large ongoing investment.
Halfords is a store I occasionaly visit; possibly 2 or 3 times a year. Receiving an email just before a winter cold-snap to remind me to buy windscreen de-icer is very useful (see Halfords timely emails get results).
I'm happy to receive emails from Halfords monthly and wouldn't object to weekly emails from them. However, over the past 7 days, I have received 5 emails from Halfords which seems excessive:
This is excessive and irritating.
Do Halfords allow different departments to email customers without any central rules about the number of times they can be contacted across the company? If so, this is dumb and fails to treat recipents with respect.
Or, do they understand that they are sending out 5 messages to an individual in a week? This either means thay are very confident of the the perceived value of their communications or they are relying on inertia resulting in only a small number of recipient unsubscribing.
Published 20th June, 2011
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