And equally important, how much is too little? Too much and too little can both be bad when it comes to e-marketing.
People ask me how often they should send out their newsletter and I always answer the same thing – as often as you can bring value to your subscribers. And if you can do that every single day, yippee! I myself subscribe to 4 daily newsletters.
Back to reality… of course, there’s work involved and that might have an impact on how often you send too. I do strongly believe that you need to send something at least once a month to be having any impact.
Here’s a general rule of thumb:
(Now remember, rules are made to be broken so perhaps I should call this a guideline instead.)
Of course, social media is a great example of the ‘more frequent’ strategy.
Aside from how much content, you’ll also want to consider the type of content in relation to the frequency. Here are a couple of very different strategies:
- One main message in a format that will attract all of your subscribers – by default, this means fairly brief, or brief sections; videos and blog posts fit here. This can be more frequent.
- A variety of content aimed to provide at least one thing of interest to every reader; each reader will read something but not necessarily everything – this means more content and of varying lengths and types (e.g. concepts and applications). This would be less frequent. (This is the strategy I adopted for my own newsletter right from the start.)
So you may think that I haven’t really answered the question I posed at the start – how much is too much? I do hope I’ve given you some ways to think about what would be the right answer for you… because of course, ‘it depends’.
Please share your opinions and experiences by commenting.