How often you send email is an important factor in whether your subscribers will stay or drop you like a hot potato.

I just unsubscribed from a company’s email list this morning. I usually don’t name names, but I will today. The company is Kailo and they sell nanotech-based pain relief patches that kind of work. Not always, but more often than not. I like this company’s products, but there was no way I could stay subscribed to their mailing list.

The reason? 16 emails in the space of 21 days. There were several days when I received three emails from the company in a single day. These were not informational emails. They were ALL sales messages.

Every. Single. One.

To be fair, Kailo is an American company and there’s a lot of hype around Thanksgiving, Black Friday, Cyber Monday, and other “special” occasions. However, 16 sales messages did me in, so to speak. It was too much in a short period of time. I got sick of hearing from them and I unsubscribed.

One might think that I could have just ignored the messages. Of course. I could have just deleted them and not paid them any mind. But you see, I like this company. I like their products. I couldn’t just tune them out, until finally I decided that I HAD to.

Kailo isn’t the only company sending me messages. There are dozens. But they stood out for being far and away the most prolific senders in a short period of time. If they were sending me useful information and not just pushing me to buy their products (again) I might have stayed. But they didn’t so I’m gone from their list.

Would you do this to your customers? Pester them to buy from you until they choose to ignore you completely? You probably wouldn’t do that on purpose, but that’s what Kailo did. 16 sales emails in 21 days. Multiple emails on the same day. Buy now, buy today, get the “deal” before it’s gone. To paraphrase Greta Thunberg, “Blah, Blah, Blah”.

If you’re in a B2B environment there’s probably no need to send a daily email to your customers. If you’re in the B2C world, you can be successful with a daily IF you’re interspersing your sales messages with honest-to-goodness useful informational messages.

Email marketing to your list generates the most ROI of digital marketing tool over time. For every dollar you spend on your email marketing you can expect to see an average of $42 in return. The people on your email list are more engaged with your business and in general are happy to hear from you unless you abuse that relationship.

That’s what happened between me and Kailo. Make sure it doesn’t happen to you and your subscribers. Email is still the killer app, so do your best to treat your subscribers well so they’ll treat you well in return.