Best Practices: How Often Should You Send an Email to Your Subscribers?

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Email subscribers sign up because they want more information from a company. Yet, they don’t want too much information. Businesses need to make sure they aren’t sending too few or too many emails per week, but this can be harder to do than it may look. There isn’t a set number for emails per week, as the optimal amount can vary based on a variety of factors. Some businesses may send out daily emails, while others opt for weekly. However, there are a few things business owners can do to determine how frequently they should send emails to subscribers.

Creating the Right Emails to Send

Make sure the emails are something subscribers will want to read. Beyond a catchy subject line, think about what information may be more important to the customers. Are they looking for sales? What about product information? Would they be interested in new products coming soon? Marketing companies like Appiloque can help business owners determine what types of emails to send, as well as how frequently they should be sent for the best results.

Figure Out What Time to Send Emails

Along with sending the right number of emails per week, it’s important to send them at the right time, too. Emails are more likely to be answered at certain times of the day. In general, people are more likely to open emails at around 10 am, 1 pm, and 6 pm. This often coincides with breaks at work, lunchtime, and when many people will arrive home from work.

Sending General Info Emails

Emails including general information for consumers may not need to be sent as frequently. These emails include ones that introduce new products, let customers know about changes to policies, and discuss how to use products or things customers might not know about the products. They’re intended to increase sales, but customers may not want to receive these emails each day, depending on the type of business and how often new products are released.

Announcing Sales or Discounts

Emails that may be sent more frequently include those that announce sales or discounts customers may be interested in. Many customers want to make sure they get a good deal, so they’re more likely to open and read these emails. There are different times when sales are more likely to occur, depending on the type of business, so it’s possible that sale or discount emails may be sent out multiple times per week to increase the chance a customer will decide to purchase something.

Adjust and Change Email Frequency

Once the frequency has been determined, pay attention to how customers react. They may want more frequent emails or may want them to come less often. Keeping track of click-through rates as well as customer feedback can help business owners fine-tune the frequency of emails sent out. This can help increase sales but decrease the chance for customers to unsubscribe because they get too many emails.

Knowing when to send emails isn’t always easy to figure out, but there are ways businesses can determine the right frequency for them. Take the time to use the tips here to figure out how often emails should be sent, as well as how to make sure you’re not sending them too often or not often enough. This way, emails can help increase leads without turning away customers.