Are you sending your newsletter list too many emails? How many emails is enough, how many is not enough, and how many is too much? This is a question that a lot of my clients ask me, and I know that really bothered me, actually, in the beginning when I was starting my business. The last thing you want to do is really annoy those on your newsletter list because you’re sending them emails too often.
The thing is that you don’t want to frighten people off of your newsletter by being there, in front of them, too often. On the other hand, you need to be in the forefront of their mind so that when they’re ready to invest, to create that transformation that they’re after, that you are front of mind. You really want to be the obvious choice. And today, I’m going to talk about exactly how to find that balance.
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So the basic rule of thumb is that there are no rules! Generally, as a recommendation, sending your newsletter list one email per week on a regular basis is a good practice to get into. Then you’re just regularly in their inbox, you’re constantly reminding them that you’re there, you’re providing value, and of course when the time comes, then they’ll know where to find you, they’ll know that you’re available. So as a general rule, aim to send a newsletter about once a week to start growing that know, like, and trust factor.
And then you want to be sending more emails when you have a special event or a special promotion. My favorite way of doing this is to send a series of three emails, three solo mails. So that’s basically an email only about that event, your program, your promotion. So it’s not part of your newsletter. Over a period of about 10 days, perhaps. And if you want, one of those emails can actually replace your newsletter, in the beginning until you’re comfortable sending out more emails. But the thing about this is really that when you have a promotion going on, you need to email more. People need to see it. People don’t read every single email that you send them, so you need to be a little bit more persistent to make sure, hey have you seen this absolutely fantastic offer that I have going on?
Imagine your favourite airline has a discount or an offer on flights to your ideal number one destination. But they only send one email and you didn’t send that email. And then you hear about it afterwards once you’ve bought a full flight price. This is the exact same thing—when you have something fantastic, of extra value that you want to put in front of your clients, you need to be out there promoting it more than just your regular once a week pattern.
And then during a launch, if you’re doing a massive, big, proper launch, you’ll be sending a whole load more emails, sometimes it can be up to 16, 18 emails in a launch series. And of course this means that more people will unsubscribe because they’re not interested in that particular program, perhaps they’re sick of getting your emails. This will always happen. This is inevitable. People come back sometimes, or maybe they were just never going to buy off you in the first place. And you know this is all part of being in business, and as long as you’re sincere and authentic in the value and the offer that you want to provide, then it’s just part of the package.
So your call to action, or your next step here, is if you’re not sending out weekly newsletters, start doing that. And if you haven’t yet sent out solo mails about your offers or your services that you provide, try sending out a series of three over a 10 day period, and see how you go with that.
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