Finding the right emailing frequency

This is actually a hot topic on our EmailGarage support line: Finding the correct balance between keeping your brand at the top of your customer’s mind and annoying them. Between being an informative source and a spammer.

Actually, a lot of research has been done on this topic. And while some swear by the bi-weekly newsletter, others prefer to send out just once a month and some even claim that quarterly communication can do the trick.

Sadly enough, things are not that simple. It’s in fact not the frequency that is important to your message, but the relevancy of your content!

There’s no use in sending out a bi-weekly newsletter if you can not fill it up with really good content, time after time. If not, your audience will get bored and stop reading your email communication… or worse (you wouldn’t want to be called a spammer now, would you?).

Therefore, always remember: “The relevancy of your content defines the frequency of your message.”

In other words: as long as you have relevant content for a weekly newsletter (like our tipmail – lol), there’s no problem in communicating every week.

Just beware that once you committed yourself to do it weekly, you will have to deliver!

One Comment

  1. Posted January 10, 2008 at 12:24 pm | Permalink

    Great point about being relevant!!! There are soooo many irrelevant e-mails out there that it’s annoying!!!

    Also, can I suggest that you give something away (information, ideas, tips etc). If all you send out are e-mails advising that there is only 25 minutes left to buy or you’ll have to pay full price, there is no point in continueing to receive the e-mail.

    Cheers

    Darren Fleming
    Australia’s Public Speaking coach
    http://www.executivespeaking.com.au


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