This is probably one of the existential questions of emailing . The kind of question that everyone asks, especially when you start emailing. What is the perfect sending frequency for my newsletters?
I imagine as you can imagine, the perfect frequency does not exist. Sorry to disappoint you, but it’s often like that in emailing. On the other hand, I can give you some advice to find your ideal sending frequency by yourself…
Before setting the frequency of your mailings, keep in mind that the regularity of your newsletters is an absolute priority . This is a basic rule that you must not deviate from!
The reason is quite simple: you must accustom your readers to receiving your news to ensure their loyalty . Your newsletter must be expected and received on time. If you send once a month, always choose the same day of the month. If you prefer weekly shipping, ship the same day every week, no exceptions.
Forgot to send your newsletter this month? Or did you decide that in August it was the holidays and that it was better to postpone the shipment? Don’t make the mistake of disrupting your rhythm by sending more than usual the following month! You will pass for a spammer and your subscribers could be unpleasantly surprised…
How do I define my ideal emailing frequency?
Although there is no miracle recipe, we can still notice that certain fields of activity and certain content will prefer periodicities of their own.
Take the example of a blog specializing in digital and web monitoring. Given the mass of daily information in terms of news in this area, we can lean towards a weekly newsletter (or even in some cases daily), which is for once a very steady pace.
Conversely, a craftsman who creates handmade products will be more comfortable with a slightly rarer newsletter. The new products being rather long to create, it is better to favor a frequency that is easy to hold and for which we will always have something to present.
To take the average, many companies favor a monthly or even bi-monthly rhythm . This is a good frequency for a more “classic” trade and it is the most used (33% of BtoB companies send once a month and 22% twice a month according to a CCMBenchmark study).
But be that as it may, remember these two points: too intense a frequency will tire your subscribers, while sending too infrequently will cause you to be forgotten!
To define your own frequency, you must ask yourself the right questions: What types of content will I add to my newsletters? Would I have enough things to say if I choose a weekly/fortnightly/etc… sending? Could I keep it year round?
It all depends on your ability to deliver relevant content and news to your subscribers .
Let them choose
Sometimes it’s better to let your subscribers decide for themselves which frequency they prefer. By creating a form on your site with a checkbox to choose their frequency, you make sure you don’t spam them.
This technique is very often used when a fairly sustained sending frequency is proposed. Some users don’t mind receiving a newsletter every day, as long as the content interests them. But by offering a weekly or fortnightly alternative, we allow everyone to choose according to their preferences .
Segment your subscribers
To go even further, it is often necessary to define different sending frequencies as well as different types of newsletters. Your closest customers must be pampered for the sake of loyalty . There is nothing more valuable than a loyal customer and you must put in maximum effort to keep them.
Remember that emailing is essentially a loyalty channel before being a prospecting channel . So segment your contacts and define for each category an appropriate frequency and type of content that will be relevant to them.
Don’t hesitate, for example, to increase the pace for your close contacts and place marketing and corporate-oriented content for them. You know these subscribers will be the most likely to visit your site and will be the most interested in what you say. On the contrary, your new subscribers or those who have never been customers will spend little time reading your content. Beautiful images and very succinct content will please them more and you can start to seduce them…