We all hate the companies that bombard us with marketing emails. But many small businesses go too far in the opposite direction and don’t email their contacts often enough.
Contacts who have opted in and subscribed to your emails are a valuable asset – they want to hear what you have to say, so make sure you are keeping in touch regularly.
Whether you’re selling a product or a service, you want to be the first person they think of when they are ready to buy.
But if you send too often, your unsubscribe rate will increase, and you’ll be wasting time on money on ineffective mailings.
Finding the optimum frequency isn’t always easy and it’s different for every business. So how do you find what works best for you?
1. Let your subscribers decide
Offer a choice of frequency when someone signs up to your emailing list. At The Wedding Crafter, we offered a monthly newsletter and a weekly “latest products & offers”. It’s always a good idea to give an indication of how frequently people can expect to hear from you even if you aren’t offering a choice.
2. Make sure you have something valuable to offer in every email
There’s no point in sending weekly newsletters if you are already struggling to find enough content to send monthly. But your emails don’t need to be long and detailed – something as simple as a weekly “top tip” or a summary of your latest blog post (with link) can work too.
3. Be consistent
If you tell your subscibers they are signing up to a weekly email, then make sure you send one every week (OK, you can have Christmas off). Ad hoc emails are generally less effective than regular communications.
4. Make changes gradually
If you decide you’d lke to email more frequently, then don’t suddenly start sending weekly when your subscribers are used to receiving something once a month. Either give them the option to receive a weekly email as well as the monthly, or make changes gradually. Start by switching from monthly to every 3 weeks, monitor for a while and then increase to fortnightly.
5. Measure your results
Keep a close eye on your email statistics – unsubscribe rates, spam reports, open rates and click rates. Particluarly after any changes in frequency. You want to make sure that you are not alienating subscribers and are also getting good returns for your extra effort.