Traction #009: How Often Should You Email Your List?

Read time: 4 minutes. 

Today is part 5 of Email Marketing Secrets.

What to Know

You can email your list more often than you might think.

Most business owners shy away from email marketing because they don’t want to come across as pushy or "sales-y." But here’s what email marketing research tells us:

More emails = more sales. 

Of course, the exact number you should send depends on a couple of things: Your readers’ preferences and how helpful your emails are. If you only email your list when you want them to buy something from you, they may wear out faster. But if your email strategy includes a good mix of “give” and “ask,” they’ll likely be OK hearing from you more frequently.

As with most things marketing, testing is the best way to learn your specific audience’s preferences.

What to Do

Spend an hour this week refining your email strategy.

• If you currently email your list “whenever you have time,” commit to being consistent, even if that means sending just quarterly updates.
   
• Bump up your frequency: Quarterly to monthly, monthly to bi-monthly, bi-monthly to weekly. If you’re an e-commerce brand, try twice/week and see what happens. 
   
• Don’t send emails just because you’re “supposed to.” Every email should have a purpose. And that purpose should be to serve your audience well. 
   
• If you have the technology, allow your subscribers to determine how often they want to hear from you.
   
• Make sure your unsubscribe link is easy to find and use. The quickest way to be reported as SPAM is to give your readers no other option but to report you.
   

Email marketing is alive and well. I hope this series helps you get started using email marketing to grow your business.

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Coming Up Next

July 25: Content Marketing 101: How to get more eyeballs on your marketing

August 16: Content Marketing 101: How to create more content in less time

August 22: Content Marketing 101: Using a content calendar to stay consistent