How Often Should I Send Marketing Emails?

We’re officially in the holiday season, and depending upon your industry, you’re probably offering deals for your customers.  What’s the best way to let your customers know about upcoming deals?  Sending an email newsletter.
Email marketing is one of the most effective ways for your business to directly reach your customers.  You’re not posting on social media with the hopes that fans will see it.  This is going directly into your patrons’ inboxes.  The real question is, how often do you email your customers without being annoying?
When it comes to users unsubscribing to your email newsletters, it probably has something to do with the frequency of emails.
With email marketing, you want to send newsletters as often as you can, but not so frequent that users begin to unsubscribe.
Where’s the happy medium?  It boils down to your brand’s specific industry, as for some, once a month is enough, while others receive high engagement rates for daily emails.
Some things to consider when analyzing the frequency include:

  • Time of day
  • Engagement rate
  • Subscription/Unsubscription rate
  • How often competitors send emails
  • Nature of emails

Identify what frequency rates you want to test, and base your results on how often to send email blasts in the future.

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