But This Also Raises An Important Question: How Often Should You Send Out A Newsletter
There is no cookie-cutter approach rule on how often you should send newsletters. The exact number depends on your audience and what they expect from you. This could be twice a month for some businesses when they have accumulated a decent amount of blogs to send out.
The rules of engagement are a little different for newsletters, and it may involve sending several emails in a single day without annoying the receiver. Of course, this is only possible if the newsletter contains many promo campaigns that customers can use to secure discounts with each purchase.
What Is the Right Frequency for Me?
When youre not publishing a newsletter a certain minimum number of times, you are all but guaranteed to be forgotten. To stay relevant, you have to increase the frequency to about once a week. To arrive at the right number, you have to understand the psychology of email newsletters.
Its good to take cues from popular hard-copy magazines like People and Game Informer. They usually send out newsletters once a month. Increase the frequency, and you end up affecting the thrills that customers get by reading your email. Reduce the rate, and they will soon forget about you.
But the thing about People Magazine and Game Informer Magazine is that they almost always have a wealth of content to share, which keeps things interesting.
Twice a Month
Are Newsletters Even Relevant?
How to Find the Best Time of the Day
Have Something To Say
So how often you send emails comes down to what you have to say and what you have to share.
The most important thing to consider when deciding email frequency is what have you got to share? What have you got to say? This is the most important aspect. Only send an email if you have something to send!
Look out for my next post when I will talk more about what to include in your emails and what kind of content is engaging.
For now, if you are creating regular content, if you have a blog or a podcast or a YouTube channel, then you can send an email to promote that content.
Who Should Send Daily Time
- Information services that provide time-sensitive data. For example, stock market tips, cryptocurrencies, news websites, weather updates from ski schools, etc.
- E-learning providers taking people through online courses.
- Software providers taking new users through a detailed onboarding journey
Who should send once or twice weekly? Lifestyle brands
- Do you work in a sector that has high repeat purchase frequency, like fashion? Then you should send a lot of emails.
- Similarly, if you provide services that people are likely to use regularly then a high frequency will keep you front-of-mind. This works for restaurants and bars, beauticians, business coaches, gyms, etc.
Who should send once a month or less: infrequent services or luxury goods
- Anybody who provides products or services that customers only buy once, irregularly or without much enthusiasm: such as tree surgery, window replacement, funerals, legal services, medical services etc.
- The frequency of your emails should also be tied to the price of your offering. Keep the frequency of emails for very expensive services down.
- Charities are also best advised to send only a couple of emails per month. Too many and you will annoy your audience.
And of course, if the demand for your services is SEASONAL, the ideal frequency will change. November and early December are a great time to send lots of messages about your bespoke Christmas card services. March and April not so much!
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How Often Should I Send Marketing Emails
Sending out promotional and marketing emails can be a great way to spread the news about your business and what you can offer. It can be difficult to find the middle ground between not sending enough and losing your customers attention and sending too many emails and annoying your customers. So how often should you be sending out marketing emails?
This article will discuss how to decide the frequency of your marketing emails, including a newsletter, and ways to build up your email list.
Ask For Their Preferences
The easiest way to figure out how many emails your customers want to receive from you, is to simply ask them. An email preference centre allows your clients to take control on how many emails they want to receive from you, and what they want to hear about.
This can reduce your risk of unsubscribes. Include a link to your preference centre in every email.
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Changing The Frequency Of Your Emails
Normally, its best to change your emailing frequency fairly gradually.
Dont suddenly go from emailing once a quarter to once a week. Its going to confuse and put off your subscribers. Instead, gradually change the frequency. You might go to monthly emails, then twice monthly, and then weekly.
Similarly, if you normally email twice a week, your readers may start to worry if they dont hear from you for a whole month especially if you havent mentioned youre going monthly.
The exception here is if youre having problems because your emailing frequency is too high. If youre getting lots of spam complaints because emailing daily is too much for your audience, you can switch to weekly straight away.
Healthy Lists Are Growing Lists
List churn due to unsubscribes and bounces means whatever your email frequency is, your list reduces with time.
Unlike the number of unsubscribes, the number of email addresses becoming invalid and bouncing each year isnt related to frequency.
I dont recommend you trying to reduce unsubscribes by hiding the link in small font in a dense footer. This practice often backfires as usability studies show.
Because of unsubscribes and bounces, lists reduce by 20% to 40% per year. The optimal frequency analysis charts above account for this.
Growing your email list is a must. You need some new subscribers every month to replace those who left your list.
So, aim for the optimal send frequency when you have an email list growth strategy .
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How Often You Should Send A Follow Up Email
Now we already know when should we follow up and what our follow up email should look like. Next, lets look at how often you can follow up with someone. Where is the line between persistence and stalking?
According to Zoominfo, 44% of salespeople give up after only one follow up. Additionally, 92% of salespeople give up after four nos, but 80% of prospects say no four times before they say yes.
I Get A Lot Of Spam Complaints
This is a situation where youll want to take action, as a high volume of spam complaints can affect the deliverability of your emails.
If youre emailing more than a couple of times a week, its possible that the spam complaints are related to the frequency of your emails. According to Campaign Monitor, one of the most popular reasons for marking emails as spam is because they emailed too often.
Another possibility here is youre emailing at the right frequency, but not sending people what they asked for. If your newsletter sign-up form promises exclusive weekly tips and youre sending out two promotional emails every week and a few tips once a month, you need to change things so youre delivering what people expect and, more importantly, what they consented to.
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A What Is The Best Time In A Day
The time of day you send follow up emails can make or break the relationship with your audience.
Send your emails at the wrong time, and your unsubscribe rates will skyrocket. But send them at the right time, and youll convert prospects into paying customers and first-time buyers into repeat customers.
The time of day is just as important as the day itself. You dont want your follow up email to linger in your customers inbox, waiting to be read and replied to.
According to SEOpressor, For your follow up email to get a response, you should send it at a time when people are not too busy. You also want to catch them when their mind is fresh and uncluttered. The best time for this is in the morning at 10 am
Afternoon, at around 2 p.m., also seems promising. Its toward the end of the workday, at a time when people are getting restless and looking for distractions.
Another high success rate occurs in the evenings, from 8 pm to midnight. With so many internet distractions these days, many people like to try and keep their mornings open for productivity and will avoid marketing emails in the mornings. The evening then becomes the perfect time to check their inboxes for other, non-work related emails.
Tips For Whatever Frequency You Choose
Regardless of what frequency you wind up choosing, these tips can help you continue to maximize the value of your list.
1. Use different frequencies for different segments.
Segmented emails have been proven to lead to increased open and conversion rates, and lower unsubscribe and complaint rates. But beyond segmenting by the classic criteria like age, location, or gender, its also worth considering doing some frequency-based segmentation on customer behavior.
Send more emails to people whove shown theyre more likely to click through and buy. Those people have given you irrefutable evidence that theyre interested in and engaged with your brandso the odds are theyll be more amenable to frequent emails.
AMC Theatres went in hard on me after I subscribed to their Prime membership and, thus, demonstrated I was very interested in going to the movies a lot.
One more advanced tip around frequency segmenting: Consider a double open strategy. Thats where you take the segment of your list that didnt open an email and send it back to them a few days later with a different subject line. One study even showed that using a double open send helped the same email reach 30 percent more subscribers.
2. After you ramp up your sends, carefully monitor your results.
The scientific way to find your ideal email frequency is to slowly ramp up your number of sends, monitor the results, and pull back before the unsubscribes and complaints escalate too much.
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Email Marketing Frequency Best Practices In 2020
We get asked a lot of questions about email marketing. But if theres one question we get asked more than anything else, its how often to email customers.
Questions about email frequency dominate discussions we have about marketing strategy with our users. And if one things clear from these discussions, its that merchants are concerned about getting their send frequency right.
We understand this concern.
Send too many emails and you become another spammer who just annoys their subscribers causing them to unsubscribe. On the other hand, send too few emails and your email list will become disengaged and start forgetting your brand.
It can be hard to find the sweet spot. Especially for small businesses who are only just starting to send out email campaigns.
Acquiring the first few hundred email addresses isnt a walk in the park so new merchants dont want to tarnish the relationships theyve built. Particularly when these early subscribers usually represent the most loyal and engaged people on an email list.
Thats why weve decided to take a look at the data we have on email frequency statistics.
SmartrMail has thousands of e-commerce merchants sending emails with us to over 100 million subscribers. Most of these merchants have small to medium sized businesses, which makes our data perfect for similar merchants to gain smart insights from.
Email Frequency Best Practices
When it comes to best practices for how often you send email marketing campaigns, there are a few things to keep in mind:
- Try to send at least one email per week. Otherwise youre missing out on sales opportunities and your list will become disengaged.
- Sending one to two bulk emails a week is ideal for most merchants, especially if youre just starting out with email.
- Sending an email every second day will drastically lower engagement levels without generating more sales.
Of course, every store is unique. If youd like to dig deeper into whats best for your store, we also have a guide on how to determine your stores optimal send frequency.
The one thing to keep in mind, above all else, is to ensure that youre delivering value with your emails. Whether its great content or personalized offers, as long as your subscribers continue to receive something of value, most will continue to engage with your campaigns.
Hopefully this helps achieve your email marketing frequency best practice.
If youre looking for more marketing statistics to help you with your email marketing, we have also taken a look at the best time to send your email campaigns.
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Top Tips For Better Email Frequency
Both high email frequencies and low email frequencies have their pros and cons to consider. On the one hand, if you send emails very often, you might end up with customers getting frustrated, or sending your messages into the junk folder.
On top of that, its pretty time consuming to come up with new email campaigns all of the time. However, a higher frequency also delivers more chances for you to connect with your target audience and build a relationship.
Low email campaign frequency means you run the risk of your customers forgetting about your brand completely. Your sales could decrease because youre not engaging your audience enough, and loyalty could drop.
However, lower frequencies also mean youre less likely to expose your audience to email fatigue. You can even invest more time and money into creating the best campaigns if you run campaigns with less frequency.
Here are some top tips to help you calculate the right solution:
How To Determine The Best Time To Send Your Newsletter
As we have already said, finding the time with the highest email engagement depends on many aspects your business, your customers, your targets, your newsletter type, and so forth. Age, habits, and time zones are important elements that will impact open rates.
Ultimately, we encourage you to undertake A/B tests and analyze the data. If you want to figure out the peak time to send your weekly newsletter, you could do a test spanning two weeks.
For example, in the first week of the test, send your newsletter at 10 AM, and then next week, send it at 3 PM. You can also try A/B testing by sending a campaign to half of your list in the morning and to the rest in the afternoon. Compare and analyze the results, and move on to the next experiment, just like in science class.
Want to know more about email best practices? Check out our Email Growth Playbook, a database of 60+ tactics to help you increase the performance of your email campaigns.
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