<
HomeOne of the most common questions we face from clients is how often should we send emails? Finding the right sending frequency can make all the difference in increasing your engagement levels and keeping your clients, customers and readers happy.
Here’s our guide to help you figure it out, without overwhelming your subscribers.
Before you even consider hitting ‘send’ on your campaigns, stop and take a moment to understand your audience. Have they joined your mailing list expecting regular updates, or do they prefer the occasional email? Are they expecting regular promotions and sales emails, or less frequent richer content?
The key here is the personalisation of your sending strategy - get to know your customers’ preferences. The easiest way to do this is to ask them - a simple survey will let you know exactly what your customers want to see, how often and when!
Although you don’t want to overwhelm your customers with too many emails, you also do not want to be too sporadic with your sends either. If you only email once in a blue moon, customers might forget about you, and not have that regular brand recognition you’d want. A regular sending schedule, whether it’s daily, weekly, bi-weekly or monthly, will help build trust and anticipation.
Nobody likes to feel like their email inbox is being bombarded with irrelevant content. Make sure you focus on sending emails that offer genuine value, and avoid sending for sending’s sake.
Whether it’s an exclusive discount, a helpful tip, or exciting news about your brand, make sure your email is worth reading.
The time of day that you send an email can be just as important as how often.
Try to avoid sending emails to customers at inconvenient times - not only is this annoying, but also harms your engagement rate.
Learn your customers and their behaviour and this will help you find the optimal time to send - for example, if you’re a B2B company, you’ll likely want to send to customers during business hours - whereas B2C might be better focusing on early evening sends when your customers will have finished work.
Don’t be afraid to experiment with email frequency. What works for one segment or list might not work for others - so run some tests!
If you’re unsure of how to start, try sending an email weekly to one list, bi-weekly to another and monthly to another - then swap. This should give you a better idea of which frequency works best for each audience.
Look at the open rates, click rates and most importantly, unsubscribes. This will tell you how engaged a list is, and whether you’re at risk of losing subscribers.
If you notice your unsubscribe rate creeping up, don’t be afraid to scale back your email frequency. Sometimes, less is more, and losing subscribers will cost you in the long run. It’s better to reduce your frequency and keep your audience engaged than to burn them out and lose them.
Finding the right sending frequency is about trial and error.
Listen to your audience, review your metrics regularly and don’t be afraid to tweak and change your strategy as you go. The ultimate goal is to build a positive relationship and experience for your subscribers, so they’ll keep coming back for more.
And remember - a little bit of thoughtfulness can go a long way. If your emails are relevant, timed well and are offering value your subscribers will appreciate the effort.
