Research shows that over-mailing a list leads to apathy, unsubscribes or even spam reports.
Hitting the right frequency is a little bit art, a little bit science, and a whole lot of listening to and respecting the needs and wishes of your recipients.
But, it’s also a balancing act. On one hand, you don’t want to turn off your recipients by emailing too frequently. On the other, you need a permission grant that allows you to contact recipients between scheduled mailings without appearing to violate the original agreement.
In this article, Stefan Pollard lays out some of the principles that make email frequency a thornier issue than in traditional direct marketing and show you how to work out your own frequency equation.
Keep in mind: frequency isn’t just a function of how often you want or need to send your messages. It must incorporate how often your recipients want to hear from you. Both are valid needs; how you balance them will determine whether your email program succeeds or flops.
Ask yourself this question: Do you send each email message because you have something new, urgent, timely or relevant to tell your recipients, or because you have to meet a publishing schedule?