A few years ago I heard the CMO of Vistaprint give a talk and he mentioned that they email customers every day. “I know we’re not supposed to,” he said, “but we’ve found that daily works best for us.”
They’re not alone. HubSpot, which sends out millions of emails for its customers, put out a report saying that companies that email 16-30 times a month have the highest open rates. I receive daily emails from organizations ranging from 1-800-flowers to WGBH.
Of course daily may not work for you. You may not have that much new and valuable to say. Or you may not have the staff to manage daily emails. Or you may find that weekly, monthly or quarterly gets a better response from people. A weekly email early on Saturday morning can be an effective tactic for reaching senior executives who may not take the time to read informational or promotional emails during the week but will catch up on them over the weekend.
It really comes to your goals and data. Split your house list into a few different segments and try out different emailing frequencies and times and see which works best for you.
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