Picture your favorite magazine. It probably arrives in the mail once a month, and whenever it comes, you're ready and waiting. But if the thing showed up every day, you'd have way more reading material than any person could handle. Consider this issue when you're sending business newsletters (email or otherwise).
However you package them, what you're sending is likely a sales pitch. It's a rare individual who's going to want to see those seven days a week; compared directly to, say, a great mag like "Car and Driver," even the once a month newsletter rate might start to look excessive.
Keep an eye on how often people unsubscribe, then, and rather than just taking the figures at face value, think about whether adjusting how often you send your newsletters would affect them. Also think about monitoring conversions, since even if people haven't unsubscribed, they may have marked your newsletters as spam or gotten into the habit of ignoring them.
You can deal with the issue on a case-by-case basis, too. A Smallbiztechnology.com article suggests, "If you have a lot of email newsletters or send one very frequently, consider giving your customers the option to 'opt-down', instead of only 'opt-out' of their email newsletter subscription."
Hopefully striking a balance will lead to better sales numbers and more cheerful customers.
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Comments
Very interesting information
Newsletter
I have 200 newsletters to game players on my advertising site. When I first opened the site I was sending 2 letters a week. I noticed less players opt-out when I cut it down to once every 10 days. I haven't had one opt-out since.
Being Careful About Newsletter Frequency
Never was a truer article written. No one wants to be inundated with repetitive newsletters, no matter what the marketers might say. I have had personal experience of this where a newsletter is routinely sent even when the client opts out. The end result is that you are placed in the "junk mail" folder and never get to interact with your potential customers.
Newsletters
We found that doing a pest of the month newsletter worked best for us! People get overloaded with information and they shy away after a while. Chris D, with A.N.T.T.S = A North Texas Termite Specialist. www.antts.biz
Newsletter Frequency
Newsletter frequency was a great article. I was very interested in the comments written by your readers. I am in total agreement with the article. However, each business owner must decide what is too frequent. We used to do a quarterly newsletter, but didn't always have "new" or "fresh" material and so we used stock articles--we didn't get much positive feedback. In fact, we got very little feedback at all. Then we decided we would do a newsletter twice a year and make sure that we had some great stuff about our business, such as an award or honor of some type. Lacking that, we would profile a couple of long-time clients. It worked wonderfully. We got great feedback. The newsletter publishers were the only ones that were not happy, because they wanted us cranking out a "stock" newsletter every 2 or 3 months. No way, every 6 months with original content works wonders for us. With this said, I certainly appreciate that many people will need something more frequently, especially if any type of client interaction is related to the newsletter.
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