How often to send mailings is a question that every email marketer asks at some point. You may feel hesitant about sending too often because you are fearful of irritating your subscribers. Your first consideration should be to establish regularity. Having regularly scheduled mailings is important for effective email marketing. As a rule of thumb you want to establish a frequency of no less than once a month. If you mail less than a month you risk being forgotten about by your subscribers. How often you send mailings also depends on the content that you are using. Why are you doing this? Are you promoting goods, updating clients, disseminating propaganda for special interests, selling a politician or a political party, etc.? Ask what’s in it for your readers. How often does your newsletter’s content change and how long do your readers take to react. The email A/B split add-on is a good tool for segmenting your audience to see what content your subscribers respond to. The A/B split add on sends out two separate versions of a mailing which you can use to measure what gets a better response. Furthermore, you may want to segment your audience based on frequency. Some of your audience may respond to more frequency while others are more comfortable with a monthly mailing. This underscores what we have been talking about all along, know your audience.
You can let readers decide for themselves what they feel most comfortable with. Some newsletters give readers the option to opt-in for daily or weekly delivery during sign up. Which brings up the next question you need to ask yourself. What can you handle? A daily newsletter is very resource dependent when compared to a monthly. It may be best to start with a monthly newsletter and work from there. You do not want to rush out poorly written daily material when a monthly newsletter that is well written is more likely to captivate your audience. Are you mindful of the latest trends? This is where it becomes important to look at statistical tracking in your message archive. Check to see that your open reads haven’t fallen off the face of the earth. Or, that your unsubscribes haven’t gone through the roof. There are many considerations when choosing a frequency. Remember to use your audience as a guide and the rest should follow.
Be sure to read our email marketing guide for more tips on email marketing.