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Email Marketing- How often is too often?

The question of how often to email your customers is a tricky one.

Naturally, most businesses want to send their email newsletter as often as possible in hope of creating more sales. But this risks annoying customers to the point of unsubscribing.

On the other hand, if you fail to send your email newsletter often enough you risk being underexposed and customers will forget about you altogether.

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So how often should you send your email newsletter?

To answer this question, we first need to realize that email frequency must be properly aligned with the value on offer to your customers.

If you provide a ton of value to your customers, you’re in a great position to frequently send your email newsletter. But if there is less value on offer, it’s probably better to send your email less often.

The golden rule with email frequency is to always put your customer’s needs first.

If you have enough valuable content that is of genuine interest to your customers, then by all means send them a weekly (or even daily) email.

But if you find yourself struggling to provide valuable content just to keep up with your email schedule, then maybe you need to slow things down.

Look at what your data is telling you.

However often you choose to email your customers, be sure to keep a close eye on your email reports to measure their performance.

For example, if you start sending your email newsletter more often, pay close attention to any changes to your unsubscribe rate. If it starts to go up then it probably means you’re over-emailing. So you either need to increase the value offered in your email, or you need to send your email less often.

Ask subscribers what they want.

If you’re really not sure how often to email your customers, simply ask them.

You may decide to ask customers when they first subscribe to your email newsletter. Or you could even include a question on frequency in a dedicated customer survey.

Bottom Line: An email newsletter that is valuable and interesting to your customers can be sent more frequently without the risk to opens, clicks and unsubscribes. Therefore your ideal newsletter frequency is a matter of value for customers and how often they want to receive it from you.

Zoe Beath
Author

Zoe Beath

Zoe is the Head of Marketing at Vision6 North America. She is an experienced tech marketer on a mission to help customers succeed. You can find her shopping for vintage hats, reading a book or drinking a glass of chardonnay. Find her on twitter here @SaucyPostcard.

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