How frequently should I email my customers?
I have been working on building my customer list and want to send out a periodic newsletter. How often should I email customers, monthly, bi-monthly, weekly? I don't want to overwhelm them, but I also want to build better relationships and stay top-of-mind.
It is about Value. You can email as often as you have Value to offer them. If you don't have Value, it will get deleted. You have to offer up how you are going to bring Value to them, and what you want from them. Customers/Partners/Employees - everyone has short attention Spans. So, how to get there attention and how often do you want to try to get their Attention?
If you are wanting to build better relationships and stay top of mind, email is good, but if you want to hit it out of the park, I can show you something that I personally guarantee will make you and your business more successful. Contact me if you want to see it.
the best way to approach this is to always introduce yourself to your new subscribers and breakdown your emailing process to them (this should always be your first email).
Let them know how often you will be emailing and what you will be emailing them. When they know first hand that you are genuine, they will make up their minds to stay on your list and read your newsletters.
Your content also needs to be value packed; something worth opening to read (Good subject lines are a must). People are not just looking for "information" anymore, they are looking for "transformation" (answers, meaning, truth, etc). If you can give them that, then you have won loyal readers.
So, the amount of times to send your newsletters will depend on how well you know your subscribers (carry out surveys). For some, once every fortnight works, for some, once a month works for them.
Newsletters are different from regular emails, so you have to know what will work for your people. If I'm promoting a coaching program, I often let my subscribers know ahead of time before starting the campaign (this can run for 7 days straight). So that way they won't feel overwhelmed. My newsletters are setup to go out once a month.
Track everything, filter out the bad and keep the good. Don't leave anything to chance... tracking is very important as well, because it will give you insights on how people respond to your emails.
I hope this helps.
All the best,
I think the surest way to know is to create an online poll where your subscribed customers will be able to tell you themselves how frequently they want to receive which type of content (event notices, tutorials, free downloads and whatnot). If you're already considering this option, there are TONS of free online poll makers available when you type it on Google.
If you want to encourage them to participate more, you can perhaps toss in an incentive (like a free something-helpful sheet, an ebook or a discount code), or, you can simply and honestly tell them that you want to make sure you're only sending them what they want to see. I think they're bound to cooperate since nobody likes spam.
We offer drip marketing with our CRM so I would have to say it depends on the purpose of your emails. You have campaigns for prospects you would create on campaign for referrals, another for walk-ins, and another for purchased leads. For customers it depends on your service. If you are selling retail, weekly; a long term service, every 3-4 weeks unless you have updates, which are random. Retention and continued intercourse are the goals here. Impending events every 2-3 days.
In our system you can organize groups in different folders then have automated email campaigns arranged for each folder so prospects may be in one of several prospect folders and receiving emails based on their specialized needs or situation but once they buy then you move them to one of a series of sold folders to receive ongoing communication now as a client.
A person who I have not spoke to for about 2 years, who, at that time, said our system didn't fit his company, I put in a folder where he receives a monthly email from me reminding him about our product. This morning I just received an email from him giving me a referral to someone he recommended our product to. I moved him into a folder 2 years ago and have not thought of him since and now I received a referral because to him I stayed in contact at least once a month and when he had a friend who could use a good CRM he thought of me because of the drip-marketing. That is power without effort.
Collete to be clear there should definitely be a different email marketing campaign for those who are truly real customers verses those who are potential customers. You also have to take into consideration the type of content, the purpose of the content and make sure you give them the ability to opt out from future marketing emails.
Here is an example of what I mean..... I have a list of customers who paid me to do their website. I took this list of customers and created an email marketing campaign.
Day 1: Thank You
Day 2: Referral Incentive
Day 4: Weekly Newsletter Offer - Get great DIY tips for increasing website traffic
Day 7: New Website Feedback - Simple questionnaire
Day 10: Customer Appreciation - My Free Gift - eBook download
Now, if I have a list of people I want to buy my service, but haven't my email campaign would like something like this?
Day 1: 3 Ways to Get More Traffic To Your Website.
Day 2: Easy Social Media Cheat Sheet
Day 3: Is Your Website Making You Money? If not, you should read this.
Day 4: Weekly Newsletter Offer - Get great DIY tips for increasing website traffice
Day 5: Free Website Offer & Consultation Offer for the first 10
As you can see the subject matter and type of content is different. Based on who unsubscribed, opted to download my eBook, subscribe to newsletters and the consult or submitted a referral I created additional emails and campaigns that made sense based on their actions, etc.
Playing the numbers game may get you a few leads or sales periodically, but targeted marketing is hands down going to provide the best ROI.
Hi Colette ,
Again it will be difficult to advise anything without knowing the product.
However, for a newsletter anything below bi-monthly frequency is overwhelming.For some products even bi-monthly is overwhelming.
Think as a customer yourself , how many newsletters do you read in your inbox?
Specially those with a high frequency.
Any thing which is too frequent in our inbox, at times, we get irritated or start ignoring it (loss of interest). Both are harmful for your product.
So, the optimum strategy is to keep your brand alive and interesting in customer's inbox .
Again, depending on the product , a monthly newsletter is a very good frequency to stay in touch with your customer , inform them of developments and achievements .Backed up with one to two small emails for special invitations,occasions or information during the month.
The best strategy is to think from a customer's perspective yourself ,consult with close customers and friends, then decide on the best course of action.
Staying connected with the customers and keep them engaged is the best way to develop business .But it should be smooth ,attractive,consistent and interesting at the same time. Social platforms are an excellent tool these days.Many people don't even use email and newsletters now.
One more thing is that communication should be two sided for example birthday wishes , anniversary wishes and other sentiments exchange should also be a part of it to keep the communication two sided and keep them attached with the brand.
Customers are the biggest asset and future of the business.The company should be able to take care of them as much on a personal level as possible.
Best Of Luck
We do this for a few clients and we apply weekly and monthly frequencies. It all just depends on the content you are sending them. If you have something new and valuable to share on a weekly basis, then feel free to do so. I would say with 100% certainty, that monthly will never be too much.
That marketing guru Peter Shankman sends out his newsletters like: "Peter Shankman's Occasional, Non-Annoying Email Update: Write Better Social Status Updates." Occasional, and effective. You should do the same - send something newsworthy only. I send a weekly summary of activities of interest to my base.
BTW, Peter has some good books that may be of interest:
• Zombie Loyalists: Using Great Service to Create Rabid Fans (St. Martin's Press, 2015)
• Nice Companies Finish First: Why Cutthroat Management is over and Collaboration is In (Palgrave-MacMillan, 2013)
• Customer Service: New Rules for a Social-Enabled World (Que/Pearson, 2010)
• Can We Do That?! Outrageous PR Stunts That Work and Why Your Company Needs Them (Wiley and Sons 2006)