Business owners often wonder how frequently to send out email newsletters to their subscribers.
The answer depends on one thing: the value of your emails to your subscribers.
If people are loving your newsletters, send them regularly and often.
If your newsletters aren’t packed with value, don’t bother sending them at all.
Let me tell you why.
Example #1: Studiopress
Some time ago, I purchased Studiopress’ Pro Plus All-Theme Package which has all their child themes now and in the future for one price.
This means that whenever they release a new child theme, I get to play with it and use it as the basis for new website designs.
Even though I have paid for their plan, it’s like getting something new and exciting for free with every email.
Their emails are sought after and valuable to me. I look forward to them, and if they stopped sending them, I would miss them.
Example #2: Seth Godin
Another example is the legendary marketer, Seth Godin. Seth sends out an email every single day at 6:00am.
His emails are concise, informative and provide value in under 5 minutes. I read them while I try to wake up in the morning.
If he stopped sending his emails, I would miss them.
Example #3: Alumni Newsletters
Most of us have pride in our post-secondary schools. We wear our university or college colours with pride.
But their alumni letters are too often requesting one thing: donations.
I’m all for giving donations, but receiving too many requests can be nothing short of annoying.
Too often, they’re not providing any value to me, aside from the occasional out-of-context news update.
While I love my old schools, I could honestly care less.
The point: Their newsletters provide no value to me, so why would I want to receive these emails?
If they never sent me another email, I would not miss them.
I would be happier.
Email newsletters should serve the agenda of your readers.
The worst kind of email newsletter is the self-serving kind. The kind that asks for something instead of offering something.
The key is to give more value than you’re asking for in return.
Gary Vaynerchuck illustrates this well in his book, Jab, Jab, Jab, Right Hook. He applies the concept to social media instead of email marketing.
Give, give, give, then ask.
If your email marketing campaings, newsletters, updates are not adding value to your recipients, you are wasting your time and theirs.
People will grow resentful, unsubscribe and be less likely to ever do business with you again.
Make every email count by asking yourself, what’s in it for my readers?
After all, it’s not about you, or your business, it’s about your customers and prospects and solving their problems.
As long as people are happy to receive your emails, send as many as you can.
If you’re in doubt, you’re not adding enough value.
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