Email Frequency – When Should You Send an eMail
Wouldn’t it be nice if there was a number or a schedule you could follow? While it would be great if there was research that suggested that mailing exactly every 5 days gets you the best results every time, there is no such thing. And there’s a very good reason for it.
MailChimp says “there’s nothing set in stone” about email frequency, but recommends sending at least once a month, while news publishers and bloggers may opt for daily sends.
However, every market, every niche, every audience, and every person is different. While you’ll never make everyone on your list happy, there is a lot you can do to make just about any email frequency work.
Let’s lay the groundwork first. You don’t want to have too much time in between emails, or your readers will forget you. Anything less than once a month is not a good idea. In most markets and for most business models you don’t even want to mail less than twice a month.
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 a weekly or bi-weekly 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. 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.
According to the National Client Email report by the Direct Marketing Association, the following chart covers the email frequency among marketers from various company types and sizes as well as geographic locations.
- 19% of marketers send a maximum of one message per month
- 35% of marketers send 2 to 3 emails per month
- 21% of marketers send 4 to 5 emails per month
- 9% of marketers send 6 to 8 emails per month
So, the majority of marketers (54 percent) send out 1-3 emails a month.
At the end, 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 frequency is working best for you and your audience.
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