I work in business development, which is really just a fancy term for sales. Most of the time, that is what I do. Sometimes, though, selling and giving a client honest advice are not the same thing.
Email marketing works the same way. You may find yourself asking: Should I send emails just for the sake of sending?
Here is what I mean. There are cases where a customer describes their needs and, to genuinely help them, I have to tell them the truth. My solution is not a fit for everyone, and trying to force it does more harm than good. The same principle applies to your email programme.
ROI matters, of course it does. We all want to make the sale. But if driving revenue is your only objective when creating content, your subscribers will notice. They will unsubscribe, or worse, they will just start ignoring you.
So how do you avoid sending emails for the sake of sending? Planning is the obvious starting point. A content calendar that mixes product promotions, thought leadership, and subscriber incentives helps you communicate regularly without overwhelming people. We have written before about treating your reader like a human, because they are. Keep some form of genuine value in mind every time you hit send.
Once your content calendar is in place, the work is not over. You need to read your reports and adjust. Low engagement signals that something needs to change, whether that is the content itself, the sending frequency, or the calls to action you are using.
Our team can help you build this out, including knowing when to pull back and when to send more. No more filling inboxes just to fill them.
For advice on your email strategy, reach out at solutions@touchbasepro.com.
Written by Nastasya Koumaras
Frequently asked questions
- How often should I send marketing emails?
- There is no universal answer. The right frequency depends on your audience and the value each email delivers. Monitor open rates, click rates, and unsubscribes, and adjust from there. If engagement drops, pull back before subscribers tune you out entirely.
- What should a healthy email content calendar include?
- A good mix covers product promotions, educational or thought-leadership content, and subscriber incentives. Rotating between these keeps emails useful rather than feeling like a constant sales push.
- What happens if I send emails too frequently without a clear purpose?
- Subscribers start ignoring your emails or unsubscribe. Either outcome hurts your sender reputation and your ROI. Consistent, purposeful sends build more trust than high-volume, low-value ones.