Like many of you I have sometimes clicked the little check box allowing a business to send me its email newsletter. When I’ve done that, somewhere in the back of my mind I’m thinking I’ll get an email newsletter maybe once a week. Much to my chagrin I suddenly find them in my inbox not once a day, but sometimes twice a day, and even more. And, if the high frequency isn’t bad enough, they are often totally off topic for my needs and don’t ofter anything useful to me.
Email Newsletter TimingA while ago, Smart Insights, a business offering marketing advice, dove deeply into the question of how frequently to send out email newsletters. Here’s what Dave Chaffey wrote about it:
The DMA’s National Email Client Report 2015 shows us that over the past three years companies are contacting individuals less on a monthly basis. Email Marketers look to be becoming more strategic in their approach, recognizing that content needs to be relevant and are moving more towards behavioral and triggered based marketing, rather than programmatic timed campaigns. It’s very apparent that irrelevant, low quality emails can damage a brand and increase the number of unsubscribes.People are less accepting of interruptive advertising then ever before, and one study found that 77% of consumers are already annoyed by the volume of email they receive. A Direct Marketing Association survey found that 75% of marketers hit the same email address between 1 and 5 times a month. How often you do it is going to depend on your type of business, who your customers are and what your product or service is. For businesses in the AEC sector selling to other AEC businesses, a reasonable frequency would probably be four times a month. For contractor businesses selling to consumers, much will depend on whether the target is a former customer, or a potential customer. As long as you are supplying useful information to former customers, a newsletter in their inbox a couple times a month would be a starting point. For potential customers you could probably double that frequency, depending on the season, and what their needs are. You can find lots of advice, and even a method you can use to test the best frequency at the links above. Of course you can send out email newsletters too infrequently as well; becoming an unknown in their mailboxes.