Reaffirming a brand can take years. It is a delicate balance between staying relevant and not verging into spam territory, which is difficult to strike, especially when sending emails.

If you’re on social media, you’ll be no stranger to excessive advertising—some companies do it well, and those that do it poorly risk nobody using their product or service. 

So, what are some signs to look for, and how do you know when an email marketing campaign is informative but not excessive? Here are some of our main pointers.

Utilizing Multiple Marketing Avenues 

While newer ideas, like Instagram shorts or TikToks, are gaining traction as a marketing tool, there is still a place for companies to implement email marketing strategies. They still carry much lower costs than social media marketing, and even though companies can piece together shorts and ideas on the cheap, with such market saturation, it often takes an upfront cost to get a good short or video marketing strategy seen by a lot of people on social media. 

Some companies spend a lot on video equipment and webcams to ensure their ideas don’t come across as grainy or experience latency issues when streaming. Perception is an integral part of any marketing strategy, so the best streaming webcam equipment is often the first port of call for companies that want video ads to spearhead their target audience. While webcams aren’t the only factor, they are one of many pieces of hardware that companies will purchase to bolster the potential success of their marketing strategy.

Quality Not Quantity

Even when we start mentioning companies that spam our email addresses, you probably already have one or two in mind. If you haven’t unsubscribed, you probably have one or two of their emails in your inbox. That said, that doesn’t mean that being inundated with emails is necessarily a bad thing. For example, if it’s a business you like, an event provider, you want to stay informed of the latest acts and events they have at their venue. 

However, if you’re signed up for a supplement website, receiving 20 emails from them weekly with details of the same offer is unnecessary and can create a negative brand image. Spam emails are a different problem, but getting inundated with pointless marketing junk is definitely in the same ballpark.

Again, this is business-dependent. Primarily, though, it does depend on the content of the emails. If a company sends you great details and free vouchers, you’re less likely to see them in a negative context. However, if companies don’t send enough emails, they run the risk of disappearing out of the conversation, which is obviously not a good look for the business.

Stay On Topic

Conciseness can go a long way in any field, but especially in the world of business. Nobody wants to read a small novel disguised as a marketing bulletin—especially if it can be whittled down into something digestible and easier to read. If we want to email two people, we wouldn’t type the same email out individually both times; we would CC the second recipient. The same principle applies to marketing.

Brands that can chop up easy-to-remember soundbites and not have their consumers worry too much about specifics or long swathes of information put themselves in an excellent position to grow. 

Marketing experts have compiled the key variables from a range of the most impactful adverts and believe the ideal advertising length is between 30 and 60 seconds. So, as a general rule of thumb, it probably helps if an email used for marketing falls into the same remit and same type of timescale.

Market Research

Often, the best way to find out what your customers want is to ask and not presume. Find out what they deem excessive, and ask them to respond to email marketing ideas about where you could improve. If you’re a customer, these questions can help a brand streamline its email marketing strategy, transform its business, and provide unique insight into where it’s going wrong. 

It also shows a propensity to drive their model toward a customer-centered approach. Companies more susceptible to spamming and excessive emails often have profit as their sole, and sometimes only, goal. In contrast, those who reach out to their customers show that they have their customers at the foundation of what they do.

Final Thoughts

So long as email marketing remains succinct and contains relevant information, customers are unlikely to become annoyed. The problem occurs when the emails become repetitive and excessive and contain surplus details or offers. 

We know this depends on the business, but customers do not want to feel like they’re being nagged into paying for a service or product. As long as businesses keep this in mind, they should be able to balance informative email marketing strategies and those that veer into excessive.