Posted on May 13, 2015
The problem with sending too often is that you can wear out your clients. They see constant emails from you and if they are not getting value from those emails they delete them or unsubscribe from your list.
The problem with not sending often enough is that you are leaving opportunities to engage with your clients on the table. The goal of an email newsletter is to share valuable information with your clients, so that your brand is constantly exposed to them and serves as a regular reminder that they can book an appointment with you.
So the hard question is: how often should you send? And unfortunately, there are so many variables at play that there is no right answer. Variables like how people opted in to your list, the quality of your email content, the relationship between you and your clients, etc.
The good news is there are some tips and tools to help you find the frequency that’s right for your business. Start with sending no less than 1 email per month and then test. The goal is to send as frequently as possible without turning off your clients.
The trick is using a mail program like Mailchimp or Constant Contact. These programs allow you to easily design a nice email and send to your clients in bulk. The real advantage is that they will provide you a report that tells you how many people opened your email, how many clicked on a link in the email, and how many people unsubscribed or reported your emails as spam.
These reports are the key to knowing how often you can send. The strategy is to slowly increase your frequency until you notice that your open rate decreases significantly or your unsubscribe rate increases significantly. Once that happens you’ll know you’ve reached the point of sending too often.
It will take some time to find that point, but once you do, you will be getting the most out of your email marketing efforts and not leaving any opportunities on the table. The one catch is making sure that you have the time to craft a quality email newsletter. If your clients do not derive value from your emails, then it’s not worth sending./