If you are a small business owner or marketing professional, you know that it can be hard to determine how often to email your list. Send too many emails, and your subscribers may get annoyed. Wait too long between messages, and your subscribers may not recognize you. Either way, failure to send the correct volume of messages can lead to opt-outs and spam complaints. So, how often should you email your list?
3 Ways to Balance Your Email Frequency:
1. Experiment with your mailing schedule: It may take a while to learn what day of the week and time of the day brings you the highest open rates. Do your customers like to check their messages before work, during the work day or on the weekend? Conduct some split tests and send the same message out at different times to see where you get the best results. Once you understand what days and times work the best, you can create a publication schedule.
2. Create a sense of expectation: When people subscribe to your list, you should let them know how often they will receive messages. This creates a sense of anticipation and allows you to be open and honest with your subscribers.
Once you create this level of expectation, be sure to stick to your publication schedule. If you say you will send your weekly newsletter on Wednesday, be sure to send it on Wednesday. If you skip a week or send it on a Friday, your subscribers may fail to anticipate your message. When they receive your next email, they may delete it or report it as spam.
3. Increase your email frequency… with caution: Recent research has shown that customers are open to receiving more emails than you may think. Experiment with weekly, or even daily emails. Just keep an eye on your analytics. If you notice a big spike in opt-outs, you may want to reduce your frequency.
It’s also important to understand that it’s not just about frequency. The quality of your content plays a huge role in whether subscribers will open your messages. If your content is relevant and engaging, your subscribers may want to receive daily emails. If your content isn’t relevant — or if you repeat the same thing all the time and never change your offer or your message — your subscribers may get bored and opt out of your list.
What about you? How often do you email your list? Have you ever experimented with your frequency? Feel free to share your comments and questions below.
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