July 16, 2015

How Often Should You Send a Company Newsletter?

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One way to attract new customers (an integral part of any business and the inbound marketing process) is to meet said customers where they live: in their inbox.

There are various forms of email correspondence, but for the purpose of this blog, we’re discussing company newsletters specifically — that is, emails that contain a variety information including articles, offers, accolades, news briefs and repurposed blog posts.

So how often should you be sending your company’s e-mail newsletter? Once a month. The end.

Just kidding. Unfortunately, it’s not that easy.

The short answer is, it depends. Here are the factors that you should take into account.

If you don’t have good content to send, don’t send it.

An important rule of thumb: Only send email newsletters as often as you have valuable content to fill them. A good formula to follow for a newsletter is 90 percent educational and 10 percent promotional.

Be consistent.

Pick a timeframe and stick to it. Whether you send a newsletter once a month, once a week or every day, it’s important to remain consistent. Ensure that your readers and followers can rely on you to provide information consistently. Decide how often you can realistically provide engaging content to your customers — and then stick to it.

Provide readers with options.

Every potential customer is different, and it’s your prerogative to treat each one differently. Allow readers to choose whether they want to receive communication daily, weekly, bi-weekly, monthly, etc., and cater to each customer.

Be prepared for some trial and error.

Chances are you might not answer the “how often" question correctly the first time. Send your newsletter at different frequencies, and check analytics and open rates to see which occurrence is most beneficial. When checking out your analytics, it’s important to pay attention to multiple metrics, including click through, conversions, list growth, forward rate, delivery rate and overall ROI.

Kendall Clay Louis

Kendall is a madison/miles media creative specialist. A TCU journalism graduate, her articles have been published in Bungalow Magazine, 360 West, CultureMap and Grand Vie. She lives in Fort Worth with one cat and one husband.