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Establishing a Frequency
Deciding how often to email subscribers is a bit like deciding how often to ask someone out a date.
Send too many emails and your subscribers may get annoyed and opt out (or ditch you). Send too few and they may forget about you (and ditch you). The ease of opting out makes the question of frequency one of the most important strategic marketing decisions you can make.
Do what you say you will do
When someone opts-in to your email list, send a welcome letter soon after a customer subscribes. Don't wait too long or they may forget about you. In the letter, remind them why they opted in (to get news, specials, resources). If you know you'll be sending a monthly or daily email, include that information in your letter and on your sign-up page and deliver on that promise - no more, no less. Also, set a pattern to send emails consistently (example: the first Tuesday afternoon of each month). Meeting expectations will help establish credibility with your subscribers.
Strike a balance
Even if you've had a great return on an email campaign, resist the urge to send another campaign the next day or week. Send too often and you risk annoying or losing credibility. At BlueHornet, we suggest sending less rather than more. Unless you're promising daily communication, once every two weeks or once a month may be appropriate. The most important thing is to have something good to say, which brings up the next topic...
Give them something valuable
Delivering a compelling, valuable message to your subscribers is absolutely crucial to a good email campaign. Subscribers are sure to opt out if you send them irrelevant, boring content. The amount of good, interesting information you have is a smart way to determine how frequently you should send. Great information sent monthly is much better than mediocre information sent bi-monthly.
Study your data
One of the greatest things about email is the ability to test. Use statistics features to track click-through rates, opt-ins and outs and new subscriptions over time. Study the data to determine your future strategy for frequency. Good click-through and new subscriber rates indicate good frequency. Excessive opt outs suggest your frequency may need a rethink.
Survey
Most subscribers are willing to answer a few (under five) quick questions without protest. Ask them how often they want to hear from you.
Finally, like any good relationship (customer or dating), it's wise not to rush your decisions. Deciding how often to send to your customers should be a strategic decision that takes into account many factors - including availability of good content, timing, and what customers have told you they want. A thoughtful frequency strategy will build trust and help you establish a long-term relationship with your customers.
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