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November 7, 2018

Email Frequency: Nobody sees you showing up as much as you do

‘How often should I email my list’ seems to be the marketing question that never goes away.

Usually this is the wrong question to ask. Most people pay less attention to you than you do.

Take my old accountants for example. The send me a monthly email, containing ‘November newswire’ as the subject line. Or something equally sleep inducing. Consequently I don’t even read their monthly email, and they may as well never email me at all. The question of frequency is irrelevant.

A better question is: “how can I make my emails more relevant, entertaining and valuable?”

I don’t want to receive a boring email once a year, never mind once a month. But an interesting email I’ll happily receive every day, even if I only read when I get time.

If you’re worrying about frequency, you should pause first and ask whether your emails are genuinely valuable to your recipients. Do they save your emails in a separate folder? Do you get people replying personally?

A corollary exists on Facebook. A Facebook ad that attracts a large number of likes, comments and shares can expect a 25-75% reduction in cost per click. I think we need to ask the same question about our emails too. Besides tracking open rate, how many genuine conversations do you stimulate?

Otherwise, are you sending something for the sake of making noise?

I don’t know many people outside of marketing who send a daily email, and these emails are mostly a demonstration of what I do. But the question is still the same:

– Do the people on your list want and expect your emails? (If not, we need to talk…)

– Do a statistically significant number of readers want to hear from you more often, and is it worth your time to serve them?

Because serve them you must, first and foremost.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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