Adventures in Mobile Marketing

Social Media Basics: Email Frequency

This is a series of basic questions, and tips, for email marketing.
Question: How frequently can, or should, I email?

Answer: The quick response is once a week. Very few of your customers will get upset if you email them once a week. Some folks use 1 every 5 business days, as a rule of thumb.

The longer answer depends on what kind of content you have in your email. Some email, such as daily stock alerts, can be sent every day. If your customer selects subscription with some kind of tip to frequency- “bi-monthly newsletter,” for example. Otherwise, if it’s regular promotional email “white sale,” etc. then you really should just send it once a week.

This frequency control is why more and more marketers are moving towards lifecycle, triggered, event email. That means the schedule isn’t dependent on you, the marketer, but on the user’s interaction with your site or products. Recipients don’t mind an email if it is super relevant to their communication with you.

A quick word about metrics: a way to find out the perfect frequency for your email is to do the following reporting work:
Determine the cost of acquiring email.
Determine the lifetime value of the average recipient on your site.
Watch and monitor the number of unsubscriptions per campaign, and the number of received emails per average user.

Balancing the ratio of acquisitions to unsubscriptions, along with the value of an email (the lifetime spend) enables you to carefully moderate the frequency with which you send emails. Once you lose a subscriber, it is very hard to get them back.

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Written on Tuesday, 06. October 2009 at 15:47 In the category Basics, frequency. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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  1. Hey Banane, I also think the quality and relevancy is really imprtant and it will affect greatly how people respond to your articles.

    Comment: Art System – 04. December 2009 @ 12:19 pm

  2. We are sending one every month and this is what seems the most enjoyed by our clients and creates and effets of desire to the newsletter.

    Keep on writing my friends!

    Comment: epilation montreal - clinique montreal epiler les poils – 28. February 2010 @ 4:48 pm

  3. Finally I got answer here, I have a confusion that how long often can i send emails to my customers? you explained well here about email frequency. Thanks a lot.

    Comment: Email marketing service providers – 28. June 2010 @ 12:04 am

  4. I agree that proper email frequency is important in a good client-marketer relationship. The first comment, regarding quality and relevance also has a good point. The two factors combined, i believe, will be key to keeping a happy clientele.

    Comment: SEO Essex – 23. July 2010 @ 10:24 pm

  5. I have a large email list, but noway do i send them emails once a week. Im lucky if i get round to it once per month. Maybe time to relook into this

    Comment: leaflet printing – 25. July 2010 @ 6:17 am

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