The effectiveness of email distribution directly depends on how often it is performed. However, it is important to maintain a balance, because you can “overdo it” and get a negative result or even end up in the spam folder.
How to calculate everything correctly and get the most from the mailing – we will talk in today’s article.
Frequency of mailings
To understand how many times a day, week or month you can send letters, you need to decide on the level of frequency. It can be:
Each of the levels has its own characteristics, and the choice depends on the advertising campaign, the project and other factors.
This level involves a newsletter that is sent to subscribers only once a month. This is the easiest way – it is followed by many, since it is not difficult at all to send such a small number of letters. Such mailings, as a rule, include company news or interesting offers.
Here is one of the visual statistics from Omnisend that shows that sending one email per month is effective:
Such letters do not tire subscribers, and they willingly open them. But there is one nuance here – such mailings are usually suitable for small addressee bases – up to 1000-2000 users. As a rule, this is the number of people who will get tired of frequent mailings, so you should not “overwork” them.
For large databases, it is better to increase the number of shipments. If you send emails infrequently, there is a high probability that some of the audience will unsubscribe. But that’s not all. For a large subscriber base, you may not achieve the desired results with a low frequency – the conversion will be small, and the traffic will decrease.
Also, try not to delay mailing for a small subscriber base. If you send letters less often than once a month, then they may forget about you and unsubscribe in the future.
Average frequency means sending 2-4 letters a month. If you look at the graph above, this is the most popular time frame for mailings. This is mainly due to the fact that this option is convenient for most companies. During such a period, you can think of a good marketing strategy and get an effective result from it.
At the same time, it should be understood that such frequent sending of mailings is quite time-consuming. It is necessary to come up with content and design it once every 1-2 weeks.
For subscribers, this option of newsletters is quite optimal. And if you think of a good strategy, then all the letters that are sent will have high openness and clickability. Users willingly study regular and unobtrusive mailings.
This frequency of mailings is suitable for both large and small audiences. The main thing is to have a secondary source of information that will help fill the content. This can be a separate blog, social media groups, or a personal news site. The letters themselves can have different headings – promotions, news or useful material.
At this frequency, letters are sent very often – from 2 to 4 times a week. This is a rather time-consuming process that requires a separate specialist. At the same time, a growing base of subscribers is required – from 10,000 active users and more. And to please everyone, you need to generate content regularly, because each mailing will reach a new audience.
If the subscriber base is small, then you should be careful. In such situations, you should think about the segmentation of the base, which we will talk about below.
When subscribing to frequent newsletters, users should also be given a choice – how often they will receive letters in the mail. If there are no such settings, then many people will unsubscribe more often, complain about spam or simply ignore mailings.
Here’s what it might look like:
The maximum frequency of mailings is once a day. It is suitable for mass media that share current news with the audience in the format of daily email digests. In other cases, it is better not to make the mailing so regular, stick to the pace of 2-4 times a week.
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When to change the frequency?
As a rule, it is better not to change the frequency of mailing, because users get used to the frequency of receiving letters. However, there are times when increasing/decreasing the sending frequency is unavoidable.
Let’s say we have a company that holds offline events several times a year. Before each event, we send several newsletters to subscribers, with the help of which they can familiarize themselves with the event, find out the price of tickets, and so on. When this event ends, there will be a time when no one needs mailings. During this period, you should not stop sending letters, but you should lower the degree and only remind yourself, for example, once a month.
Segmentation of the subscriber base
Base segmentation is another opportunity to work with email frequency. The point is that a certain category of users is selected, and a certain time of mailings is selected. This will be useful if you need to tell about a promotion or sale to specific people, for example, a young audience.
It is also not necessary to segment the base by age – it can be other criteria: by interests, status, volume of orders, etc. The size of such segments should be ensured so that individual mailings receive a significant response and pay off the effort.
Are there any restrictions?
In most cases, only the sender is the only one who limits the mailing. You can send emails every day, but can you keep up the pace and be efficient?
If you consider the audience as a limitation, then yes – someone does not want to receive newsletters often. But this is exactly where segmentation comes in handy – you can conduct it based on some kind of survey. Ask your subscribers how often they want to receive emails from you. Therefore, you can create a newsletter with different frequencies – for example, one segment of the letter will come once a week, and another – once a month.
As you can see, everything here depends on whether you can cope with such periodicity. You can always adapt to the audience, but getting the most out of it is quite difficult.
How often can you send an email? It all depends solely on your activity and audience base. Try to rely on the experience of other companies and personal statistics. Most often, the most optimal option is 1-2 times a week, which will be comfortable for both subscribers and you. Subsequently, the mailing frequency can be changed based on the activity of the database or its individual segment.