How Often Should You Email Promo Material?

Opinions vary on the answer to how often promotional material should be sent out to subscribers. Some say you should mail promos infrequently, while on the other end of the spectrum, others believe in mailing out not one ñ but multiple times per day.

The right guidance is probably somewhere in between those figures, but itís true to say that every demographic and niche is unique ñ and youíll have your own personal style with which you communicate with your audience.

You want to maintain balance between emailing too often and emailing so little that they forget who you are. You have to keep your name in front of the subscriber to enhance your branding efforts.

You can email out daily or a few times per week, without adding any promotional material in the email. But even without it, some subscribers will feel that a daily email is far too much.

For those people, you might want to include the option of a weekly digest. That way, theyíre still seeing your content, but on a schedule that meets their needs better. You donít lose a subscriber, either ñ they simply adjust the frequency.

There are some marketers who will tell you that not adding a promotion into an email is ìleaving money on the table.î Itís a true statement ñ because with the right audience, you could make sales with each and every email you sent out.

But that doesnít mean itís the right thing to do. You have to really judge whether or not youíll be promoting products based on the needs of your audience and the availability of products to promote.

Donít just send out an email and promote anything and everything just because you can ñ or because you buy into the myth that you have to churn and burn your list. This is a process where you keep hitting your subscribers with offer after offer, squeezing as much money out of them as possible ñ 2-5 times a day ñ until they finally unsubscribe.

Itís not the best strategy to have, but some marketers do go that route. A more formidable method is to work hard on finding quality products to share with your list, and supplementing those promo offers with valuable tips and information from yourself.

To get started, send your subscribers a total of three emails per week. See how they respond. Increase the frequency to 4 and then 5 days a week if you have more to say, but if a backlash ensues, then cut back to a more manageable routine.