While it would be great if there was research that suggested that mailing exactly every 5 days gets you the best results every time, there is no such thing. There is no magic number, no schedule to follow. And here’s why…
Every market, every niche, every audience and every person is different. And while you’ll never make everyone on your list happy, there are ways to determine what will work for your audience.
A Happy Medium
You don’t want to have too much time in between emails, or your readers will forget you. Anything less than once a month is not a good idea. In most markets, and for most business models, you don’t even want to mail less than twice a month.
On the other end of the spectrum, you don’t want to go any higher than one email per day on average. Sure, there may be days when you have a good reason to send multiple emails, but to do so on a regular basis, you’re likely to leave your audience annoyed and hitting the unsubscribe link.
What’s Your Purpose?
Start by looking at what you’re doing now. Think about your goal for emailing and how often you might want to email to achieve that goal. Do you want to drive more traffic back to your site by emailing a variety of links to the different services you offer? Do you want to grow your income by making more frequent email offers with calls to action? Are you a contractor or designer looking to show off your latest project?
Ramp Up Slowly
Once you know where you’re at and where you want to be, you can create a plan for getting there. What you don’t want to do is to go straight from emailing once every few months to once per day. It’ll get your readers clicking the spam button. Instead, start with monthly emails for a couple of months, then let your readers know you have more to share with them and start mailing weekly. Then a few months later, ramp it up to daily emails.
Or find a good reason to email them daily. For example, while you usually publish a weekly newsletter with the occasional promotional email in between, running a 15- or 30-day challenge for your readers is a great excuse to hit their inbox daily without seeming pushy or spammy.
Monitor and Evaluate
Today people are overwhelmed with information. If you want to email frequently, you’ll need to have compelling subject lines, images with impact, and interesting content. If you’re reaching the right audience, you’ll have successful email campaigns.
If you’re already using email marketing, how often are you sending, and are you getting the results you’re looking for? Monitor your stats. Listen to your audience when you get feedback on email frequency but also realize that there will always be someone complaining. Look at data like open rates to get a better feel for what frequency is working best for you and your audience.