One question that often arises with people just starting with email marketing is how often you should communicate with your list. This is a question borne from anxiety, as you do not wish to alienate the very audience you are trying to cultivate, but at the same time you would like to give them the most information you can about you and your products and services.
The truth is there’s not a standard answer. One business may need to communicate far more than another, while another might need to send just enough to stay in mind. So let’s have a quick look at a few of the principles you need to keep in mind when finding that perfect number for your business.
What you need to know about email frequency
Understand first that everyone’s email inbox is a battlefield: oodles of messages vying for attention. To jump out from the herd, you have to follow a couple of rules.
The best case scenario for any business is to develop a long-term relationship with your list, one in which you are trusted and your opinions sought after. If you can reach this email Nirvana, you’ll have the ability to send out sales pitches from time to time and not be viewed as a scummy marketer.
The way to make this occur is by delivering terrific value in your non-sales emails, and be truly interested in passing along the best tips and information you are aware of, so as to further engender, know, like and trust in them. Above all, make sure you don’t sell in every email.
As a general rule, if you’re following this advice, it’s possible to mail 2-3 times a week without it being seen as an intrusion. Keep in mind, this changes if you’re not delivering value and over-selling.
You’ll quickly get a feel for how much is too much, and your subscribers will let you know. If you’re ever getting lots of unsubscribes, examine the reasons. If it’s because they’re hearing too often from you, they’ll say so. If the content isn’t relevant, you’ve got other challenges to handle.