Wouldn’t it be nice if there was a number or a schedule you could follow? Wouldn't it be great if there was research that suggested that mailing exactly every 5 days gets you the best results every time? Sadly, there is no such thing. And there’s a very good reason for it.
Every market, every niche, every audience and every person is different. You’ll never make everyone on your list happy. But there is a lot you can do to make just about any email frequency work.
Let’s lay the ground work first.
You don’t want to have too much time in between emails, or your readers will forget you. Anything less often than once a month is not a good idea. In most markets and for most business models, even twice a month is not often enough.
On the other end of the spectrum, you don’t want to go any higher than one email per day on average. Yes, you may have days when you have a good reason to send multiple emails, but on average, you don’t want to email more than once a day.
Start by looking at what you’re doing now.
Then figure out how often you want to mail. Do you grow a closer connection with your market by emailing more often? Do you want to drive more traffic back to your site by emailing them links frequently? Do you want to grow your income by making more frequent email offers?
Once you know where you’re at and where you want to be, you can start to make a plan for getting from point A to point B. What you don’t want to do is to go straight from emailing once every few months to daily emails. It’ll get your readers clicking the spam button like crazy.
Scale up your email frequency gradually.
Instead, start with monthly emails for a couple of months, then let your readers know you have more to share with them and start mailing weekly. Then a few months later, ramp it up to daily emails.
Or find a good reason why you’re mailing them daily. For example, while you usually publish a weekly newsletter with the occasional promotional email in between, running a 15 or 30 day challenge for your readers is a great excuse to hit their inbox daily without seeming pushy or spammy.
Listen to your audience when you get feedback on email frequency, but also realize that there will always be someone complaining. Look at data like open rates to get a better feel for what email frequency is working best for you and your audience.
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