Email Marketing – How Often Should You Mail? Part 1
This is a highly debated subject and many different marketers use many different frequencies of mailing.
The difficulty with this is that each email list is a market on its own. You see, each keyword around which you might build your list, is a market on its own. Then, you are writing your own articles or driving your own traffic – which makes your list even more unique. So it is difficult to compare response rates from list to list.
Here is the thing about frequency of mailing:
The more frequently you mail, the more sales you will make, the more unsubscribes you will get, the lower your open rates will be and the lower your click through rates will be.
On the other hand, the less frequently you mail, the higher your conversion rates will be, the fewer unsubscribes you will get (unless you mail sporadically, then the unsubscribe rate will go up again), the higher your open rates will be and the higher your click through rates will be.
Of course, all of this is subject to ‘all things being equal’.
At first glance, you might think that mailing less frequently is better: higher conversion rates, everything else is better.
You might also think that I have gotten the first part of mailing more frequently wrong: more sales.
Generally, my experience has been that the more frequently I mail, the more sales I make, even if the conversion rate is lower.
The bottom line is, you have to test your own list and come up with your own conversion rates. There is no absolute! You have to do what works best for you