What is the magic number of how often newsletters are best sent is a concern for marketers worldwide? How often should you send newsletters? Sending out newsletters too frequently leads to annoyance among recipients and thus to an increased unsubscribe rate. Sending out newsletters too infrequently, on the other hand, causes them to be forgotten and leads recipients to perceive the mails as spam because they can no longer remember signing up. Thus, the time of sending also plays a significant role.

When marketers consider when is the best time to send emails, the marketer must define a contact email frequency to send emails. This means the sender defines the minimum and the maximum number of emails a week he spends in a given period per month. The focus is not only on one campaign. All emails are considered, from the stand-alone newsletter to a newsletter campaign to possible trigger emails sent.

The sum of the sent emails forms a communicative pressure, which the sender exerts on the recipients via this digital channel. How high this load is or should be in the recipients’ inbox cannot be generally defined, similar to the optimal time of sending. Some providers send their emails daily, others only once a month.

However, in principle, emails should only be sent if the company has relevant content to communicate to the recipient. The intervals often depend on the content of the newsletter.

Sales-oriented newsletters with weekly shopping offers often have a different dispatch frequency than, for example, media releases from companies or news services.

Both too high and too low communication pressure via email hurts the effectiveness of this communication channel. One basis for determining an email frequency is the recipient’s expectations.

This can be influenced by informing the recipients when they sign up for the newsletter how often they can expect to receive emails from the company. If the expectations of the newsletter subscribers are exceeded by too many emails, this can lead to an above-average number of unsubscribed.

If the recipient has unsubscribed, the company loses a great deal of potential, as they are no longer supplied with promotions or offers via the email channel. The probability of the sales generated by them decreases as a result. In addition, there is an increased chance that the recipient will feel annoyed and mark the company’s email as spam.

Then click on the spam button is registered by mail clients or Internet service providers, and the sender may be classified as a spam sender in the future. As a result, emails do not even end up in the inbox but in the recipient’s spam filter.

Here you can learn How To Avoid Spam Filter

A recipient does not necessarily have to press the unsubscribe or spam button if they are not interested. There is a risk that some of the recipient groups will not even open the company’s email and thus cannot be influenced by the content. Although these recipients do not cause any high costs, since email dispatch is very inexpensive, this lack of interest is almost equivalent to unsubscribing since success cannot be achieved.

Even if especially newsletters with shopping offers are tempting to increase the email frequency and sales increases are also measurable, this can only be chalked up as short-term success.

With increased frequency, valuable contacts can also reign with unsubscribes, spam messages, or by ignoring your emails, which in the long run again harms sales. Also, with newsletters with editorial content with an increased frequency, be sure that sufficiently much content with insufficient quality is available.

If the rate drops, the recipients will notice it negatively. Too low a frequency leads to forgetfulness. If there is a long time gap between newsletters, they are no longer expected. Suppose there is even too long a period between registration and receipt of the first email. In that case, the recipient may no longer remember consenting to receive promotional messages by email. In both cases, this leads to a negative impact on the image of the sender.

But it is not the image of the sender that can be damaged. Legally, an opt-in can lose its effectiveness if there is too long a time gap between the consent and the contact. Email marketing is about building and maintaining a relationship with its recipients. If this care is neglected, the subscribers will perceive this, and a feeling of customer care will be diminished or may not even arise.

Therefore, the listed missteps can cause considerable damage, and the optimum frequency of sent emails can vary both situationally and depending on the target group.

What Is The Right Email Frequency?

As a rule of thumb, individual undertakings should determine their optimal email frequency that is personally opted for and in line with this email sending frequency. For example, important newsletters such as those containing new products or special offers should be sent weekly to ensure a high degree of readability. Newsletters with very time-consuming editorial content are also preferably sent less frequently – perhaps at least once a month.

The newsletter must comply with good copywriting principles and subscribe via an opt-in procedure; thus, forgetfulness must not occur. In addition, one should never forget that language requirements do not necessarily have to follow those used in redaktionellen texts (see also the language section below). Also, subject-specific requirements can make email communication optically more difficult. For example, a publication with written content in English is suitable for a German readership if it is well translated.

What Kind of Language Do I Use?

It is especially about advertising emails that one must keep in mind that they are addressed to private individuals. Therefore, the customer perception often associated with direct mailings applied here does not apply. Because merely a ‘canned’ text hardly takes into account all recipients individually and may at best be read by supporters or those involved professionally in the company, your style should definitely show itself here – tone and form should be determined individually for each newsletter according to its contents.

A newsletter with an entertaining, playful style can also be a very effective vehicle for advertising information. However, all promotional texts must be as short as possible to ensure that recipients have the time and willingness to read them – regardless of whether they are interesting or not.

Bonus: A humorous email is often re-read by customers before opening it. Different tones than the ones used in commercial communications should especially be used when sending newsletters with editorial content (see also section “what kind of language do I use?”). For example, one could tell something about the background or history of a company or its products, explain why certain decisions were made, etc. The recipients feel much more involved in this way and feel like insiders who understand

How Should I Structure My Email?

The most important factor in structuring newsletters is to provide an overview of the individual contents at first glance without too much effort on the part of the recipients and with good visibility for these contents (a rationalization or information section). However, those who read only advertisements in their emails will not open your newsletter again but rather delete them immediately while doing so.

A newsletter that only provides content also works poorly if all advertising texts are placed toward the bottom with little emphasis and only small amounts of text are used to make this clear – especially younger customers can be reached better

with a newsletter which allows them to get quickly and easily to the actual content. It is also important that recipients know what they can expect from your email newsletter at first glance – our newsletter template offers you space for this.

What Kind of Images or Attachments Do I Use?

Here, too, a lot depends on whether promotional purposes are intended or not – it is best to keep promotions out of editorial contents as far as possible and create a feeling of trust by creating an identity in other ways. Whether you choose image-rich advertisements or large amounts of text need to be considered individually about the subject and particularly the audience in question.

Otherwise, one should never forget photos or illustrations when writing emails; rather than reading texts, people prefer to be entertained. This also highlights the principle “less is more” for email marketing because recipients will not open a newsletter if they feel too overwhelmed by its contents in your email template.

How Do I Ensure That Customers Read My Newsletter?

It may be a good idea to embed certain content or several important links related to other offers directly in your newsletter and thus provide added value for the recipient – you should always include an incentive to have it opened right away.

You can also make them curious about special products, events, etc., with which you are currently working – especially when those interested in becoming involved personally (e.g., by registering for a survey). Such incentives increase customer participation and help build up trust – they feel important and have the feeling that their opinion matters.

What Is The Main Focus of My Email?

Emphasize certain contents more strongly than others in your newsletter and make sure that the recipients find what they are looking for (e.g., a detailed navigation menu or a table of content). It is also good to add an “unsubscribe” link at the end – but this only works when potential customers know what to expect from you if they click on it. This means providing them with an overview, emphasizing special contents, etc., and referring to these again later on – so you should choose your words carefully!

All-in-all, everything depends on how well potential customers get an idea of what they can expect from your email and how to get the contents they are looking for in particular fast and easily.

If you want to Learn How To Write Emails, check out our other articles!

How Do I Avoid Technical Problems With My Newsletter?

Since some recipients will not open emails from your server if it is blocked, a rescue link should be included that allows them to enter their email address again and thus have access to the desired content via a different mailbox provider (e.g., Gmail) – this way your recipients also prevent you from getting back into contact with them which would lead to unsolicited emails being sent out as such.

Of course, there are also other reasons why subscribers may not open an email: If the font size or layout of your newsletter has been changed by accident or something in the email template just does not work properly. When using emails to market your products or services, you will also want to make sure that recipients can open it without problems and with all links in order – this is why a good test phase is so important.

How Do I Integrate My Newsletter Into An Existing Email System?

To avoid unnecessary costs, it’s better if you use your email account (e.g., GMX or web.de) for simple newsletters – on the other hand, though, one should not forget about the costs involved here either! However, there are various solutions available even today which allow users to combine browser mail accounts and email marketing software (e.g., Mailchimp – which offers a free plan that is well worth trying out). Furthermore, if you are already using newsletter software, then your email template can be integrated into your email system in no time – this is also often the case if you are sending out newsletters via Excel.

What Are The Best Practices When It Comes To Newsletter Content?

As a rule of thumb, you should not send out more newsletters than your recipients expect and do not bombard them with unnecessary information. After all, the objective of sending out newsletters is usually not only to create awareness for a certain product but also to increase sales figures by offering special discounted pre-orders, etc., for the time being! The best thing here would be to use simple logic:

Do I need this now that I have signed up?

If not, then you can simply delete or archive the email instead of opening it. Likewise, you can leave out offers that are relevant only for certain times of the year. If you want your subscribers to continue reading your newsletter, however, then provide useful content worth reading outside of those times. If possible, offer an alternative way to get hold of your products or services – this can save you many disappointed subscribers who are just looking for a quick solution.

Do I Have To Pay Extra If I Want My Newsletter Content To Be Stored Longer?

Ideally, recipients should only receive newsletters when they want them and not more often than that – especially the latter is important! This means clearing out your email address database now and then. Normally, this is done within the software you use – so there’s no need to worry about missing out on any new orders due to technical issues (e.g., because your subscriber cannot be reached at the time).

The same applies if you use a particular email provider that automatically deletes undelivered emails after some time (e.g., GMX). On the other hand, suppose you want more than ten copies of your newsletter to be sent out. In that case, you should probably consider doing this through another provider altogether – however, even in the best-case scenario, there will always be some costs involved for sending out newsletters with an external provider.

How Can I Make Sure My Newsletter Reaches All Relevant Recipients?

Your subscribers do not necessarily have to fit into a certain target group – those who might find it interesting and useful are also worth considering when creating content for your newsletter!

Of course, if you sell products or services that are only available over the internet, you will need to make sure that your newsletter reaches all relevant recipients. After all, there won’t be any use in advertising them if most people cannot get hold of them. Even today, it is possible to reach the majority of households with a newsletter – this also includes those who are too young or unable to simply sign up for an email account yet!

You can make sure that your newsletter is sent out using double opt-in (the so-called confirmed delivery): All you have to do is ask recipients during registration whether they would like to receive your emails in the future – if they reply positively, then their email address is added on a “sending list.”

Your subscribers will then receive a confirmation email which gives them the option of archiving your newsletters or unsubscribing. Regularly checking whether your recipients want to continue receiving newsletters is an important part of online sales, which allows you to save costs and time by not sending out unwanted newsletters to start with. If you cannot reach your recipients with a newsletter, then it is also important for you as the sender to keep these costs down.

If your newsletter reaches all relevant recipients, this is a way of ensuring that you are not wasting time and money on unnecessary email marketing campaigns! You can sell your products or services during a newsletter campaign, but it is also interesting to see what the reaction will be among non-subscribers!

If you only send marketing emails to advertise your products, it is probably not worth making them available again via a newsletter campaign.

Summary

  • Email marketing should be applied as part of a wider online marketing strategy – it is not enough to simply send out newsletters. You need to consider the fact that abbreviated text is used for e-newsletters and adjust your message accordingly!
  • If you are thinking about using email marketing, then double-opt-in email campaigns are the most effective way of doing so!
  • Whether or not you use an external provider, an email campaign can still be linked with advertising in other forms (such as online banners).

Author

A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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