The
Top Five Questions and Answers about Responsible
Email Marketing
By Mike Adams
Question Three: How much email
should I send to subscribers?
The answer is really quite simple:
send email at the frequency your subscriber expects.
In other words, be sure to clarify the frequency
with which you will send email to your subscribers
as part of the subscription process. If you're
going to send a weekly email alert, then state
subscribers will receive an email once each week.
If you're going to send an email once a month,
simply state this in the subscription process
as well. Just make sure your email frequency is
consistent with the promises you've made up front.
The most common email frequency is weekly or
monthly. If you're going to send an email each
day, you must justify the email by having extraordinary
content. Most daily emails simply don't get read
by their receivers. Instead, aim to send out
a weekly or monthly email that summarizes the
events of the week or month, allowing the user
to click through to review the rest of the content
on your web page.
Also, be mindful of the
response levels of your emails from your subscribers.
If you send out emails with higher frequency than
you promised in the subscription process, you'll
likely start seeing unsubscribe requests. If you
receive a great number of these requests, that
typically means you need to back off the email
frequency to slow the loss of subscribers. On
the other hand, if you can increase the frequency
without losing subscribers, that usually means
your audiences are probably wanting more, and
it is relatively safe to accelerate the mailing
frequency.
|
