Optimizing Email Newsletters: How Often Should You Send Them?

When it comes to sending email newsletters, the age-old question of "how often?" remains an ongoing topic of discussion. The frequency of sending newsletters depends on your audience goals and the value you deliver with each email. There’s no one-size-fits-all answer, but there are some key strategies that can help you determine the right cadence for your business.

Focusing on Quality Not Quantity

Email newsletters should not be sent just for the sake of sending them. Quality always trumps quantity. Bombarding your audience with too many emails can lead to unsubscribes, while sending too few might cause disengagement. It’s all about providing valuable, relevant, and engaging content. If you don’t have meaningful content to share, it’s better to avoid sending an email rather than just sending for the sake of sending.

Considering Industry and Audience

Your industry and audience play a crucial role in determining the right frequency. For B2C businesses, weekly newsletters often work well. Your customers might appreciate updates, promotions, and tips on a more regular basis. However, for B2B businesses, biweekly or monthly emails might be more effective. In this space, audiences value depth and actionable insights over frequency. Regular insights and practical advice are more appreciated than frequent but superficial updates.

Testing and Adapting

Start with a standard frequency, such as once a week, and monitor metrics like open rates, click-through rates, and unsubscribes. Use A/B testing to fine-tune the timing and content frequency based on audience behavior. Experimentation is key to finding what works best for your specific audience. Remember, the goal is to engage and retain your subscribers without overloading them with information.

Segmenting Your Audience

Different segments of your audience might require different frequencies. For example, a highly engaged audience might appreciate weekly updates, while others may prefer less frequent communication. Segment your audience based on their behavior and preferences to ensure that you’re providing content that resonates with each group.

Aligning with Your Goals

Your goals will also influence the frequency of your newsletters. If the goal is to nurture leads, a regular cadence—such as biweekly—can help maintain top-of-mind awareness. If you’re driving immediate sales, a more frequent campaign during promotions might be effective. The key is to understand what your audience needs and provide the right level of engagement.

Breaking Perceived Barriers

A story from a client of mine shed light on another aspect of email frequency. She shared that her daily newsletter was only sent once or twice a week, and her readers often thought they were getting daily emails. This highlights a common misconception: people want to read good content, and they will appreciate it, even if it doesn’t come as often as they think.

It’s also important to understand that when you send valuable, relevant content, your audience will actually thank you for it. Irrelevant or poorly formatted emails can be annoying, but emails that contain vital information for their businesses and livelihoods are appreciated. Prospects will take notice and even like you more for providing such content.

Creating a Gmail newsletter by Designmodo is a great way to stay organized and ensure that your newsletters are designed effectively. Check out these video tutorials to get started.

Increased Frequency Equals Increased Recognition

The recurring story from my client also demonstrates how increased frequency in email newsletters can improve top-of-mind awareness. Her readers expected to receive an email from her regularly, even though she only sent them a couple of times a week. Her name was consistently in their inbox, and as a result, she has better brand recognition.

Still not convinced that more frequent emails can work? According to The Science of Email Marketing, the number of unsubscribes actually decreases when you increase your email newsletter frequency. This means that the more frequently you send valuable content, the more engaged your audience will become.

My recommendation is to send as frequently as you can crank out good content. Aim for a minimum of once per week. Some of my favorite newsletters arrive in my inbox daily, and if you can achieve this, you’ll have sales leads for days!