Email Marketing Tips – How Often Should Your Company Broadcast Emails to Prospects?
Today people are very sensitive to spam mails. When they receive an unsolicited email, they will immediately treat it as spam. Even for solicited commercial emails, if you send it too frequently, your recipients will not read the emails and send them to the junk box.
The frequency to broadcast emails varies from one case to another. For example, if you are providing a daily update on stock or forex, your recipients will expect to see your email in their inboxes every day. But for another case, a message every bi-weekly will be good.
When it comes to email broadcast, I feel that there is no fixed rule regarding the sending frequency. As long as your emails or newsletter provide value to your subscribers, they will be more than willing to receive them often. So do not always sell something in every email you send. By doing so, you are forcing your recipients to hit the SPAM button.
To determine the frequency of your broadcast, the first step is to decide on what kinds of emails you are going to send. There are many different types of email, from newsletter to press release. After you have listed out the different types, plot the regularity of each type.
Next, you need to determine whether you have enough useful content to send to your recipients. If you have schedule your newsletter to be sent once every 2 weeks, you must make sure that you have useful content to publish. You should never compromise on the quality of the content at all.
If you are not sure what to send, you should ask your recipients what they want to receive. Send them a survey to gather information on what they want. From the results of the survey, you can then create the content that your recipients wish to read.
A simple guideline on broadcast frequency for different types of emails is as followed:
1. Newsletter. Corporate newsletter should be sent at least once a month, 12 times a year.
2. Survey. Survey is a very good tool to gather valuable feedbacks and other information. You should restrict surveys to quarterly for better response rate.
3. Promotional emails. This really depends on how well your recipients are receptive to you or your business. Sending it daily is definitely out of the question. You can try sending it twice a month to see the response rate of your recipients.
If you can achieve the right broadcast frequency, you will definitely see a greater response from your email campaign.