Most people approach the ‘how often should we email’ question by reviewing their own personal email habits.
“I would never read a daily email,” people tell me. “I don’t have time.”
Unless you personally are going to buy all of the products you sell for the next three months, your personal opinion on frequency actually doesn’t carry much weight.
The correct perspective is a rational, calculating perspective.
Some proportion of your email list will want to hear from you more regularly, given the option. Your calculation is to work out whether it is financially viable to write to those people at a higher frequency. In other words will you be comfortably reimbursed in additional sales?
It’s actually a black and white calculation given the additional time and money required to communicate more often.
Tell people you are going to be writing more often. Allow them to opt-in to the higher frequency. And see how many people raise their hands.
If nobody on your list wants to hear from you more regularly, it is possible you aren’t showing up with enough value.
Value, remember, has three components. 1. Entertainment. 2. Education. 3. Changing their level of thinking.
Think about it.