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One way in engaging customers is to send out newsletters to them periodically, to update them on your company’s new products, activities, promotions, etc. One question often asked is “How often should we send out that newsletter?”
Some said the more the merrier, better so if you do it daily so that your customers is reminded of your product and brand whenever they receive it in their mailboxes or more often than not, we receive them in our inboxes, and sometimes as SMSes in our mobile phone. What exactly is “more” or “less” than? Daily? Weekly? Or even monthly?
The most important thing that you have to consider before sending out that newsletter is to determine the content. I know many companies have various types of newsletters. Some “Seasonal updates”, where it send out updates to clients in the database on a quarterly or bi-monthly basis. Some send them as “weekly updates” as a round up to what they have and there are some that send them “daily.
How effective is it then sending them monthly vs. sending them weekly or even daily?
Let’s look at it from a consumer’s point of view.
We receive on the average 20 newsletters in our inboxes daily. More often than not, we will choose to delete it based on either the “Sender” or “Subject line” without even opening up the email. The subject line should be catchy to entice the receiver to click onto the email to read it. But one thing that is also important is the sender.
The sender is a brand itself. You represent your company and the products or services that you render to your customer. How you brand your newsletter is as important. Does your newsletter provide worthy reading articles and updates? Has your newsletter traditionally provide you with topics that you are interested in or just a meshed up of content that doesn’t necessary apply to you?
Here are a few tips to help you determine how often you should send out your newsletter:
Content – Do you have a vast of content that you can generate from your products and newsletters? If so, a more frequent basis such as daily or every other day might work for you. We especially see this phenomenal in daily deal sites, as there are always new daily deals to be feature on the sites. Similarly in newspaper updates as there are always new reports whenever you read the headlines for the day. The key is to keep the information fresh and not to recycle information that you have published previously. Even if you would want to do so, it should not be the headlines or the main caption on your newsletter.
Events – Do you have any new events that you want to inform your subscribers? Perhaps a meet up or members or subscribers only seminar? Use your newsletter to spread the word!
Promotions – Do you want to run a promotion on your website or perhaps a contest? Send out the newsletter to your customers to inform them about these promotions. You will be surprised by the amount of traffic that it will drive to your site.
Thought leadership – You might want to show your customers that you are one of the pioneers or thought leaders in your products and service offerings. As such, you might wish to introduce seasonal thought leadership pieces to discuss about the trends in the industry. For such pieces, you could run them on either a weekly basis (if you have a pool of writers to sum these up for you) or even monthly or quarterly.
What is the frequency of your newsletter like? Share them with us!
Image cover credit: Veodin
Guest post written by Kit Lim: Kit enjoys discussing social issues, is interested in fashion, loves travelling to new places and connecting with new people. By day, she works as a business development executive in Singapore and during her free time, maintains her blogshop and she has also recently started a new business venture with her husband. Originally from Singapore, Kit has lived in Tokyo, Mumbai and the U.S. She practices yoga in between her crazy schedules and lives by the phrase “living your life every minute everyday”.