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How Frequently You Should Email Your List

Getting started with email marketing can be a daunting process, and one of the most frequently asked questions is how often you should email your list. While there is no one correct answer to this question, there are a number of factors that should be considered when coming up with a schedule for emails. Sending too frequently will reduce your subscriber base by annoying customers and causing more to drop themselves from the list. Alternately, sending too infrequently will decrease the likelihood that subscribers open your email because they will not be used to it coming into their inbox.

Its impossible to create a list schedule that is optimum for every list, so I'll discuss the different styles of list you may want to use. First up is a weekly updating email list, going out at a set time every week. These lists work great to advertise special sales, the way weekly mailers currently advertise sales for Best Buy or Giant. It can also be used for a site whos primary content is writing, advertising articles of note for the week. Weekly emails are a great way to advertise, but they work well only when they go out at the same time every week, meaning you need to have a weeks worth of content ready at the same time every week. While this is easier for less involved emails or larger companies, others may opt for a biweekly or monthly mailing if time is a constraint.

Both biweekly and monthly mailings serve the average mailing list user the best. You have more time to come up with content, and your primary goal is simply to remind customers you are there, which will naturally result in some repeat sales. These emails can contain some of the above mentioned tactics, but work better for a smaller site due to less effort being required for marketing. Again, you should always send your emails on the same schedule, be it every other tuesday, or on the first of every month. This reliable schedule helps you, and improves the response rate on your emails.

Emailing more than once a week or less than monthly starts to become tricky territory. Daily emails from news websites are acceptable, but even these may be excessive. You really have to have a reason if you are going to be sending out your email that often. Short of a pressing need for this frequency, stick to weekly emails. As for less than monthly, the problem with sending out emails this infrequently is that your customers will not even realize they are still on your email list. There are a few situations where such a style is useful, but even these cases could benefit from more frequent emails. One such example is that your company produces a piece of software, you offer visitors the ability to sign up, and let them know when you put out new product versions. While it is useful to offer such a service, you could easily send out emails on a monthly basis talking about what you currently offer, and whats in the pipeline for future release. You can opt for the former, but the latter keeps your brand in customers' inboxes more often, and therefore is better advertising.

In the end, your advertising is entirely up to you, but by focusing on keeping to a regular schedule and providing the best content possible, you can get the absolute most out of your online advertising efforts. It is also worth experimenting with different send times, to see whether there are higher open rates and click-thru rates for mailings going out at different times. The advantage of online advertising is that each individual mailing isn't costing you a substantial amount of advertising money, allowing you to experiment and determine what works best!

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