August 26, 2016

How Long Should Your Email Marketing Sequences Be?

One of the copywriting questions that regularly rears its ugly head is: how many emails should I put in an email autoresponder sequence?

3? 10? 50? 5000?

This is one of the pointless marketing questions to which there is no definitive answer, but there is a principle you can apply to guide your judgement. The principle is called the Oh No Principle.

If somebody took a look over your emails and advised you to rewrite all of them, would you think ‘oh no‘?

If you would there are too many emails in the sequence.

Every email sequence you write has a half-life in usefulness. Over time your business changes and your messaging changes, rendering your automated emails obsolete.

My half-life is fairly short because by business direction changes a lot. I get around this now by restricting my automated emails to functional topics. I’ll also only ever put seven emails in an automated sequence. Seven for me is my ‘oh no’ threshold.

That isn’t a cut and dry rule. I have clients with longer email sequences, but those clients usually are not sending out regular broadcast emails. Or the business itself does not change so much, extending the half-life of usefulness.

You need to make your own decisions, but consider that at some point you will need to rewrite your email sequence.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.