Email marketing Marbella Tag

Marketing Focus – How often to send email newsletters

This is a really tricky subject which we’ve dealt with before in previous email marketing posts. At the time I advised on the side of caution in terms of not sending too many emails and risk alienating your clients. We suggested that a monthly mail out works best for most businesses and I do in general still subscribe to this theory, however I recently read an interesting article which gives a different view on it.

According to this article, because we’re all checking emails all the time either at our computers, or on smart phones, people aren’t as worried about receiving multiple emails as long as they are interesting. In fact, research done by Getty Images suggests that higher frequency led to higher returns, more engagement and revenue per contact and it seems that it did not lead to more opt-outs. They say that the key to it is personalising the email through segmentation and understanding what the customers want and then mailing regularly to suit them.