At VerticalResponse, we get this question all the time, should it be twice per month, twice per week, once per quarter? The truth is that we don’t have a perfect answer to this question. What we do know is that it all depends on the relationship you’ve built with your recipients.
Over-mailing your recipients is a very effective way to lose subscribers! A bored or annoyed recipient is one step away from becoming an unsubscribe and you really don’t want to alienate your subscribers.
Under-mailing your recipients can be as equally dangerous, especially if you’ve spent a lot of time and money to convert new leads to newsletter subscribers. Don’t wait too long before sending an initial welcome email because you want your recipients to get familiar with your content and your static “From Label” right away.
In addition, the sooner you get your recipients to whitelist your from address, the better your chances will be for ensuring that your emails are received in the format you intended. You may also find that you waited to communicate with them too long and by the time you’ve emailed them, they’ve moved or changed email addresses. The result? Your hard work to capture new subscribers has left you with a “Bounce”.
Here’s a real world case study for you: A VerticalResponse customer who had a seasonal software program used our service and neglected to regularly email their customers from May through September. In October when they heavily promoted their software, they had quite a few angry customers who unsubscribed and complained about receiving the email. They also lost many customers due to bounced email.
The bottom line is that in order to keep your list clean and responsive, you’ll want to keep your bounce rates and unsubscribes low. An opt-in subscriber is a valuable asset, so make sure you cultivate these relationships so they continue to grow. Do what you promised, keep the email regular (however you define that) and keep it relevant. You’ll have a happy recipient who can’t wait for your email.