How Far Apart to Send Emails

How Far Apart to Send Emails

You already know how powerful email marketing is as a tool in your business. 77% of people want to get marketing messages via email and there’s no close second (SalesForce formally ExactTarget, 2012). However, email marketing can become a source of frustration and inefficiency when used poorly. A question I get asked a lot by clients is how far apart to send emails. “What’s the rule?”. 

 

There is no rule! It’s trial and error – and how much you can keep up with it while staying consistent and without overwhelming yourself. 

 Here are some considerations to keep in mind when determining the how far apart to send emails.

Send your emails at least monthly, but no more than weekly.

At a minimum, you will want to send emails at least monthly. According to a 2015 survey by MarketingSherpa, 90% of surveyors said they would want to receive marketing and promotional emails at least monthly. 60% want to receive them weekly while only 15% want to see them daily. That being said, sending your emails monthly is a great starting point and with a plan, definitely achievable. 

Understand Your Target Market

Researching and knowing your target market and ideal client is the best way to understand how frequently they would prefer emails. You will want to consider how frequently they have access to check their email depending on their occupation. How “busy” is your market and do they consider checking their email frequently a priority. For example, a car mechanic will probably not have as much time to check his email as a building engineer. Only for the simple fact that he is quite literally under cars most of his day with no easy access to a mobile device or computer and his hands are dirty. This is just a consideration and while there may not be a lot of internet research done on your ideal target market, you can always do your own research – ask around in groups where your target market hangs out. 

Check Your Statistics

 

Checking your own statistics is the best way to determine how far apart to send your emails. When you start out monthly, you can use a simple spreadsheet to keep track of what day of the week your campaigns are sent, their open rate, and how far apart you sent the last email. Using your own statistics is a wonderful way to understand your own target audience. However, when you are first starting out building your email list this may not be a great solution. 

Don't Overwhelm Yourself.

Consistency in business is key to building your success. If sending your emails once a week is too hard to accomplish right now, then back it off to every 2 weeks or once a month. You know how much you can handle and achieve. Set a goal, make a plan, and stick with it. 

 

When working with a client on their welcome email sequence, I help them create 6 unique emails. My suggestion of how far apart to send emails is as follows: 

 

Email in Sequence

Topic

Frequency

Email #1

Lead Magnet delivery

Immediately

Email #2

About me Email

2 days later

Email #3-5

Value delivery emails

7 days later each

Email #6

Offer email

7 days later

 

When you follow this sequence, after you’ve written your welcome email sequence and follow this guide of how far apart to send emails, that will give you 6 weeks of time to continue to build to your list and add more emails to the workflow. 

If sending your emails still seems too overwhelming because you don’t know what to write about, book a discovery call to see how I can help you!

 

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