Plus, Learn the Perfect Timing for Your Business
The first step you need to know about email is why you’re sending them in the first place. The purpose of every email you send is to motivate the person to want to receive and open the next one. If you scanned through that quickly, go back and read the last sentence. It’s the most important concept you need to know about sending email and e-newsletters.
You’ve got a great cause, a great email message, a great article, or a great e-newsletter to send. And you’ve got a tribe of supporters who have offered up their email addresses, so they can stay up to date with your organization. When you do send that email, you want to stand out from the crowd and avoid the delete key or the unsubscribe link. So, now, you need to determine how often to send email—and when you should send them to your customers.
You can do a fast internet search to gain the answers to these questions. Constant Contact, MailChimp, HubSpot, Wikihow, Yahoo! and a myriad of other email programs and media/marketing resources all have different—and often changing—statistics on the best day of the week or best time of day to send email to your customer base. We suggest that afghanistan whatsapp data you take all of these resources with a grain of salt. Why? Because you need to find the day, time, and frequency that works best for your audience, and not a national average of multiple industries. Ultimately, your email strategy is your own and unique to your business or organization and your customers.
In this article, we’ll cover some basics regarding when to send an email message plus a few best practice tips.
Customer Communication: When and How Often to Send Emails
It can be a tight wire to walk, knowing when to send an email message. Send too many emails, and people will click unsubscribe faster than you collected all of those valuable email addresses. Send too few, and you won’t stay top of mind. So, where’s the balance?
The answer to this nagging question all goes back to testing and measuring. We suggest at minimum you send a customer communication email once per month, so that you’re not forgotten. However, some industries can send two emails per month—or even weekly or daily emails—because fans don’t want to miss a thing.
You may want to start by sending an email twice per month, then sending one every week in the next month. You can rotate this way for a few months and see if you experience any differences in engagement, clicks, or unsubscribes. Then test and measure again by sending one email message a month vs. two emails a month. Try this again for a few months and look for any changes in behavior. It may take up to six months or more to discover what works for your supporters.
You could also survey your audience in an email message to ask them directly how much communication they’d prefer seeing in their inbox each month or week. Depending on the percentage of responses, this may be the quickest way to get your answer.
The purpose of every email you send is to motivate the person to want to receive and open the next one.
Test and Measure for Optimum Email Sends
Once you determine the sweet spot for email message or e-newsletter frequency, either through discovery, testing and measuring, or a direct ask, we suggest sticking with that schedule. Then only send additional email when necessary or when you have a special announcement that can’t wait until the next scheduled e-newsletter.