Are you sending enough emails to customers?

Like, is your cadence of communication with your customers too low, or too high?

Mobile app company Localytics did a lovely little bit of research on this exact topic. They surveyed 1,000 folks in North America about what they DON’T like in how brands communicate with them.

The #1 answer? TOO MUCH. Too frequent. Too many emails. Too many texts. And that was from 4 out of 10 people, over twice the frequency of any other response.

The other top things people dislike about brand comms:

• Doesn’t connect to my interests (18%)

• Not on my preferred communication channel (15%)

• They’re difficult to reach (11%)

• Not frequent enough (9%)

• Don’t keep track of my info (7%)

Tho they didn’t break it out, I would absolutely imagine that “not frequent enough” is for support or updates or, you know, functional stuff. Like when I need to hear back from my internet service provider for why I can’t use my new router in my home. (Arg! Call me!!)

But “too frequent” and “doesn’t connect” is likely for, you know, marketing stuff. Lord knows I hate when I order one little watch strap for my Maratac SR-3 and I get daily — DAILY! — emails from the watch strap store. I mean, how many straps do they think I can buy??

Caveats galore, of course. And this is a classic Goldilocks situation trying to dial in your communications with your customers.

But some lessons:

🍊 Don’t spam your customers with too many (marketing) messages.

🍊 OTOH, don’t ghost your customers when they reach out to you.

🍊 If possible, give people some control over how you communicate with them: what channels, how often, what topics, etc.