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  • Writer's picturemichal yogev

Why Marketers Should Hit the Brakes on Daily Marketing Newsletters



Marketing

In the ever-evolving world of digital marketing, one tactic that seems to have become increasingly popular in recent years is the daily newsletter. Marketers are often enticed by the idea of staying at the forefront of their audience's minds, and they believe that sending newsletters every day is the way to do it. But is it?

The Newsletter Deluge: Too Much of a Good Thing?

It's undeniable that email newsletters can be a powerful tool for engaging with your audience. However, as the saying goes, "too much of a good thing can be bad," and this holds for newsletter frequency. According to industry experts, including Mailchimp and Constant Contact, a good rule of thumb is to send newsletters no more than twice a week and at least once a month. This guideline takes into account the delicate balance between maintaining a meaningful connection with subscribers and avoiding email fatigue.


The Unsubscribe Button: A Click Away

Picture this: your inbox is overflowing with promotional emails, and every day, there's a new message from a brand calling for your attention. In such a scenario, what do most people do? They hit the unsubscribe button. It's a harsh reality that many marketers overlook when they decide to bombard their subscribers with daily newsletters. While the intention may be to stay top-of-mind, the result is often quite the opposite. Subscribers feeling overwhelmed are more likely to opt out entirely, severing a potentially valuable connection.


Finding the Sweet Spot: Factors to Consider

So, what's the sweet spot when it comes to newsletter frequency? To determine that, you must consider several key factors:


  1. Your Audience:

Understanding your audience is paramount. What content do they want to receive, and how often do they check their email? Sending too many newsletters when your audience prefers less frequent updates can be counterproductive.


  1. Your Goals:

Your newsletter strategy should align with your goals. Are you aiming to increase brand awareness, generate leads, nurture relationships, or boost sales? Different goals require different approaches.


  1. Your Resources:

Creating and sending newsletters takes time and effort. Be realistic about your resources. Sending daily newsletters often becomes a resource drain, leading to burnout and lower-quality content.


Balancing Act: Examples of Newsletter Frequencies


Let's break down some specific examples of newsletter frequencies:

  1. Weekly Newsletter:

This frequency works well for most businesses, as it allows you to provide regular updates without overwhelming subscribers.

  1. Biweekly Newsletter:

If time and resources are limited, or you want to give subscribers a breather, biweekly newsletters strike a good balance. Your subscribers will appreciate a breather.

  1. Monthly Newsletter:

This frequency suits businesses that publish less frequently or prefer to offer in-depth content. This frequency may even have your subscribers look forward to receiving your newsletter, knowing they will gain value from it.


Adapting to Evolving Needs


It's crucial to note that your newsletter frequency can evolve. For instance, if you're a new business seeking to increase brand awareness, starting with weekly newsletters might be a sensible approach. As your business grows and relationships with subscribers strengthen, consider transitioning to biweekly or monthly newsletters to maintain engagement.


Aligning Frequency with Goals


The frequency of your newsletters should be closely tied to your goals:

  • Increasing Brand Awareness:

For this goal, more frequent newsletters can help keep your brand top-of-mind. But remember, relevance and value should not be sacrificed for quantity.

  • Generating Leads:

Frequent newsletters can help attract those interested in your offerings, but content quality remains crucial. Valuable content nurtures leads effectively.

  • Nurturing Relationships:

Building trust with your audience requires regular communication. However, overloading subscribers with daily emails can have the opposite effect.

  • Boosting Sales:

While less frequent newsletters are advisable, they should contain highly targeted, relevant content to encourage sales without inundating subscribers.


AI

With AI making content life so much easier, the allure of daily newsletters may seem tempting, but it's crucial to strike a balance between engagement and overloading your audience. By adhering to the industry guideline of sending newsletters no more than twice a week and at least once a month, you can foster a healthier, more sustainable connection with your subscribers.


Breakthrough Thought

Remember, in the world of email marketing, quality often trumps quantity, and a well-timed, well-crafted newsletter can achieve far more than a daily deluge of content. So, let's hit the brakes on the daily newsletters and focus on delivering real value to our subscribers.



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