To e-Mail or not to e-Mail?

There's no solid formula for how often to send e-mail marketing campaigns, but here's our guide for optimum message frequency:

• e-Mail Daily
  
  Generally speaking a "marketing no no" unless of course your audience explicitly understands they are subscribing to "Daily Deals" or "Daily Tips" etc.
  
  
• e-Mail Weekly
  
  Weekly e-mail is great for promoting "weekly specials" from high volume retailers and "what's on" from hospitality providers.
  But remember - this is more than 50 direct intrusions into your subscribers lives each year so be very sure you have something new and worthwhile to say each time.
  
  
• e-Mail Monthly to Quarterly
  
  This is where most professional service providers, business to business providers and the majority of businesses should probably lie.
  Sending marketing messages with this lower frequency keeps your brand in your subscribers minds without over-stepping and should allow you enough time to generate content that sparks real interest from your audience.
  
  
• e-Mail Infrequently
  
  If you haven't got anything interesting to say - say nothing.
  Send marketing messages only when you've got something of real interest to pass on - a new product launch, a change of key staff, your Christmas trading...sending messages for the sake of sending messages is probably the worst thing you can do.
  
  
• Hub Communications Tactic
  
  You might consider allowing your Subscribers more control over the messages they receive by offering multiple "areas" or "topics of interest".
  Indicate how regularly messages relating to each area or topic are typically sent i.e. "weekly specials" or "monthly industry news" and let subscribers opt-in (and opt-out) as they wish.
  
  

In summary, every business is different, finding the right balance requires testing and measuring... but getting it right can be well worth the effort!