Email Marketing-How Often Should You Mail Your Readers
January 17, 2008 · Print This Article
After content what matters for a newsletter is the frequency. It may be difficult in the beginning how often you should be writing to your subscribers. But you need to build a pattern though that might require a lot of trial and error.
There are few things that you need to take care when determining a newsletter.
Your Niche
Where you operate and what your readership is the ultimate determinant of frequency of your newsletter. If you are dealing with current events or trends, you need to wrtite more frequently than if you are dealing in history.
Additional Mails
It is common practice by marketers to send mails others than newsletter. These are generally promotional mails and sales pitches apart from other things. You need to decide in advance how many extra mails you would be sending to your subscribers.
sometimes there is a tendency to overdo this stuff thinking that more profits would follow.
But doing that may irritate your subscribers resulting in clicking the unsubscribe link.
This is especially true when you are just beginning. I know. It is not fare but it happens that way.
You get more maneuverability when you have established yourself.
Your Content Supply
Maintain a frequency that will not eat out your content resources and leave ever anxious for next issue content.
It should be manageable by you or your office. you should be able to plan in few issues in advance.
Keep It More Frequent Than Once A Month
If you are not that frequent, you would be forgotten by the time you send your next issue.
If you are not sure about your newsletter, it is wise to keep it bimonthly and evaluate. If you feel that you can write more frequently an manage that, let it be so.
Do No Be A Daily
Unless you are something like ETR (Early To Rise), do not even think about it. This kind of newsletter is simply unmanageable when you do not have an army of people working for you.
Test
If you are not able to decide between two frequencies test. Let your readers say what do they want. Divide your same content into two frequencies and gauge the response.
How often you would mail is finally determined by a lot of factors and not all of them would be under your control.
The key is strike a balance so that you are able to maintain a good relationship with your readers without annoying them.
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As a self-learned expert in email marketing, I have some input on this topic. Indeed, frequency is extremely important to an email marketing campaign, and I agree with the fact that you need to evaluate your audience, your topic, and your means of communication (are you sending an e-newsletter, a promotion, invitation to register for an event, etc).
However, I disagree with the notion of emailing more than once a month if you are sending out a non-niche e-newsletter. According to Marketing Sherpa’s Email Marketing Benchmark Guide, 50% of recipients only want to receive emails once per month. Of course, this is an average. Depending on the topic, some may wish to be contacted more, some less.
I enjoyed this post. Thanks!