Nov 4

How Often Should Advertising Emails be Sent Out?

This question is somewhat like the internet version of “How long is a piece of string?” There is no cut and dried answer. It all depends on your business and your clients.

The frequency of sending advertising emails and newsletters can be a hotly debated topic. You need to test how your subscribers react to your mailings. You will be able to work out the best frequency for you from trial and error.

Don’t Always Think More Often is Best

A natural first reaction is to think that the more often you send out messages, the more response you will get, and the more money you will receive. For instance, if you have a list of 10,000 and you manage a 2% conversion rate on your weekly newsletter, that is sales to 200 people. Will you suddenly grow to 1,000 sales if you change to sending a newsletter every weekday?

This may be the case for some businesses, but in most instances that result is unlikely to happen. The reality is that the more campaigns you send, the engagement per campaign drops. People who clicked through on your weekly newsletter are unlikely to click five times a week on your daily mailings.

Indeed, if you send too frequently, you could start annoying people, and the only link they click is your Unsubscribe button.

Testing You Could Try

Every firm will have different results. Therefore, you need to experiment with your advertising emails and newsletters, to determine your optimum frequency.

Begin by looking at your current sending statistics. Take note of your Open Rate, your Click Rate and your Unsubscribe Rate.

Now you could segregate your list so that you can do some testing.

Suppose you start with a fortnightly newsletter.

You could create a Group A, and send them daily emails for a month. During this time, you should keep a close look on the three rates referred to above. What are the trends? In particular you will want to keep an eye on the Unsubscribe Rate. If this begins to jump substantially, you can instantly see that you are sending too frequently.

You should try some other frequencies for the other groups you have created. Perhaps you could delay sending to one group for a month. What happens to the stats to this group? Another group could receive two emails a week. It is up to you to decide the best frequencies to test.

A Few Tips to Help

Hopefully, you will have found your business’s sweet spot, with your experimentation. You need to balance the desire to increase your ROI with the fact that you can annoy your customers, who begin to think of your emails as spam. Indeed, in a worst-case scenario, too many of your list report your emails as spam, and you end up in people’s junk email folders.

Remember your emails need to have a purpose; they have to add value to the customer. Create a publishing calendar, and once you have decided on your frequency, keep to your deadline. If you are sending worthwhile content in each mailing, your clients will soon expect, and hopefully, enjoy your emails.