Email Marketing

How Long Should You Run an Email Marketing Campaign Using Your Direct Mailing Lists?

Email marketing campaigns are all the rage these days, and they have been this way for a long time now. Companies from all industries are using direct mailing lists to expand their business by reaching potential customers. You can use an email campaign to achieve a variety of marketing goals, such as launching a new product in the market, rebranding, or introducing new features in the existing product, along with many more. However, email marketers often wonder how long they should run email marketing campaigns.

While using high-quality email lists from companies such as ListGiant allows you to achieve your marketing goals in the shortest amount of time, each campaign should last a certain amount of time. Many factors affect the duration of your email marketing campaigns, and in this article, we will tell you all about them. By the end of this article, you will have a great understanding of how long your email marketing campaign should be, so read on.

Factors Affecting the Duration of Email Marketing Campaigns Using Target Email Lists

Once you have acquired high-quality target email lists, you are automatically halfway there when it comes to the success of your email campaign. However, it is also essential that you don’t keep your campaign running for an unnecessarily long duration. The factors mentioned below should help you in deciding the correct term for your email campaign:

Goals of your email marketing campaign: The goals of your email marketing campaign can directly impact the campaign’s duration. For example, if your goal is to introduce a product to potential customers, then simply sending weekly emails for 2 or 3 weeks can be enough. However, if your goal is to educate your customers about your product, then the duration of your email marketing campaign can be up to 6 months or more. 

Your target audience: If you have carefully segmented your targeted mailing lists, you should know if contacts in your email lists are cold leads or hot leads. A cold lead is someone with whom you don’t have a customer relationship yet, so it makes sense to send them short emails over a short duration of time. However, suppose you are dealing with an audience that counts as hot leads, and you already have an established relationship with them. In that case, you can send consistent emails to them over a more extended period.

How long your audience takes to convert into customers: The primary goal of an email campaign is to convert cold leads into loyal customers. So the major factor that affects the duration of your email marketing campaign is the duration your audience might take to convert from cold leads to paying customers. An excellent way to estimate how long it might take for your customer to convert is to look at the stats.

A recipient who is showing high levels of engagement in the form of high email open rates and high email read rates will take shorter to convert, so you can either evolve your campaign once the recipient has converted or start a new campaign to retain the customer. However, if your prospective customers or cold leads do not show good engagement and are not opening or responding to your emails, you should keep nurturing these contacts.

That is why it is crucial to segment your email marketing list into engaged addresses versus those that are not. By doing this, you can set the duration of an email marketing campaign for both types of recipients.Email marketing is the oldest yet one of the most cost-effective marketing media. So the money you spend to buy a targeted email list and keep the campaign running is usually not as high compared to other marketing channels. However, now that you know the factors that affect the duration of email marketing campaigns, you can get a better estimate for how long you should run a campaign.

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Christophe Rude

Christophe Rude

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