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Lesson 5: The perfect # of emails to send 馃摤

What's the right number of emails to send?

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What's the right number of emails to send?

Hi -!

Send聽emails too often, and subscribers may unsubscribe or mark your emails as spam.

Send them infrequently, and your open rates may decline as subscribers forget who you are or become disengaged.

So, how often should you send emails?

It can be tricky to answer that. What works for one email sender might not work for another. Ideally, you'll want to send at least one email a month to maintain good deliverability and email engagement.

However, if you don't take the time to see what works best for your subscribers, you could be missing out on a big opportunity to be successful with email marketing. To help you find the best email send frequency,聽there are聽a few golden rules you can follow.

The golden rules of email frequency

  • Set expectations and follow them. Ben Settle, a talented and well-known copywriting and email marketer, often sends multiple emails to his subscribers in one day. On one day in particular, I received 7 emails from Ben. Too much, right? Not for me. Because before I subscribed to Ben鈥檚 list, I knew that he might send multiple emails to me in one day.聽He explained this very clearly in his sign up form and welcome email. By setting expectations, Ben鈥檚 subscribers aren鈥檛 surprised by his frequent emails.

    You can do the same. In your sign up form and welcome email, explain how often subscribers can expect to receive emails from you, and follow through on the expectations you establish. By doing so, your audience will be less likely to mark your emails as spam or unsubscribe, because if they don鈥檛 want emails that frequently (or infrequently), they won鈥檛 subscribe in the first place.
  • Give value. This one鈥檚 simple. Your subscribers are on your email list because they want to get something out of it. Email frequency doesn鈥檛 matter so much when your emails consistently provide value to your subscribers. Your subscribers most likely won鈥檛 unsubscribe or be annoyed at a high frequency of emails if your content helps them.
  • Don鈥檛 let subscribers forget about you. While sending too much can become annoying, subscribers may forget about you if you don't send frequently enough. And that鈥檚 when open rates plummet. To avoid this, I suggest sending at least once per month, preferably more.聽
Take action! Here鈥檚 your homework:

That鈥檚 the end of today鈥檚 lesson.聽Our last lesson is next! I鈥檓 going to show you how to apply everything you鈥檝e learned.
Cheers!
Liz W. Content Marketing Specialist
P.S. Ready to start sending emails? Try AWeber free for 30 days.
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