Weekly? Monthly? Twice a week? How often should you email your mailing list? The first guideline: never email unless you have something good to share. The most important feature of your emails is not quantity. It’s QUALITY. If your business emails provide interesting and relevant content, you can send them more often without unsubscribes and complaints. No content = no email.
In a CampaignMonitor study, 44% of unsubscribers said they would prefer less frequent emails. However, 24% wanted more informative content, and another 24% wanted more personalized offers. If your audience is eating up your daily emails, daily is not too often.
So, how often should you send your entertaining and value-packed emails? Here are a few basic guidelines, summarized from this detailed article.
- Start with the average. Business-to-business emails typically send once or twice a month, and business-to-consumer’s go out weekly.
- Increase. Experiment with your send rate, increasing frequency until you see a negative effect, such as higher unsubscribes or a lower total open rate. Note: Sending more often may generate more total opens over time even though the individual open rates drop.
- Hold. Once you find your ideal send rate, you can leave it there. It should stay level for your audience.
- Plan your content so that you can keep the quality and personalization to your target as high as possible.
Yep, we conclude with plan again. Check out this article for this recurring theme of planning your marketing themes ahead. Next week, we’ll discuss segmenting your email list to best reach sections within your customer base.
