So now that you know the purpose behind your email newsletter and what your plan is for the content, one question remains. How often should you send out your email newsletter? It seems like everyone who runs an email newsletter has an opinion.
Secret to success
Well, there’s no simple answer on how often to send out your emails. However, you can’t expect much success with a one-time email. If you try to do one-time email blasts, you’re really trying to get away without putting any ongoing work into your email marketing.
And that’s really the secret to success with your email newsletter: Ongoing work.
Building your audience through frequency
You need to build your audience before you need your audience. How you do that is by proving helpfulness on a regular basis with consistency. Remember Ralph Waldo Emerson’s law of compensation: If you want to get more, first give more.
When clients contract us to run their email newsletter for them, we won’t take on clients unless they’re willing to do it at least monthly. In fact, a good rule of thumb based on data balancing link clicking and unsubscribe rates in email newsletters suggests 2 – 4 times per month.
Ultimately, consider how often your target market thinks about your topic, and structure your frequency around that. If it’s all they think about in their job or in their free time, weekly or even daily might be appropriate. If it’s important to them, but they’re not constantly thinking about it, you may want to consider one or two times per month.
If you’re frustrated with the time it takes to run an effective email newsletter, or are embarrassed about how your email newsletter looks, the team here at T&S can help. Feel free to contact us for more information.