E-Mail Marketing – How Much Should I Send?

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I hear from my customers who want to use e-mail as a marketing tool. I have previously written about following up your e-mails, but not about what to put in them or how often to send them.

What to put in your e-mails is a pretty broad question. You want your information to be usable for your client, but also relevant to their needs. You need to take a long hard look at what you have to offer and stick to good information about that, not fluff.

As far as how often to send, I believe that you need to look at what you have to offer and not what your competitors are doing. I get e-mails from many lists that I have subscribed to that only occasionally have something that I’m interested in. I can tell you that I am much more likely to delete those without even reading them than the ones I get (usually less often) that constantly contain information that I like.

So my advise on this is to try to limit your e-mails to information that you consider to be valuable to your customer. If that means that you only send to them once a month then so be it. It is also a good idea to let your customer know in advance how often that you will be mailing and stick to it. Nothing is more annoying to me than signing up for a once a month newsletter and then suddenly it starts to arrive every day.

Receiving your e-mails is a privilege that your subscriber grants you. Don’t abuse that privilege and they will become your loyal readers.

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