When to send newsletters
Users unsubscribe from newsletters for three simple reasons:
- they get too many emails;
- content is not relevant;
- they don’t remember subscribing it
Which means content and frequency are not suited to their needs. That’s why you should only send useful information to the right audience, in the right moment. Senseless communication might throw off the balance of the relationship between you and your clients.
Since we believe that good outcomes come from good planning which, in turn, comes from good analysis, we know that it all begins way before hitting that “Send” button.
Why newsletters are important
Newsletters are one of the oldest mass communication devices on the Internet.
Along with the social network boom and eCommerce, they became the most direct medium for companies to reach out to their clients.
The percentage of users that open their email inboxes everyday – and several times a day – is very high, and with email engagement rate outperforming social media posts:
- An email has six times more the click rate of a tweet and five times more chances of being read than a Facebook post;
- Although social networks are ubiquitous, 78% of teenagers use email regularly;
- Over half of the world’s population has an email account;
- 90% of workers check their personal email every two hours and 91% of smartphone users do the same at least once a day;
- 77% of consumers are more receptive to promotions by email and 44% of them buy products because of deals sent to their inboxes;
Newsletters are important because they are one of the few direct ways of reaching out to clients as individuals, creating a closer relationship with them and increasing the chances of fidelization.
One of its strongest features is that they can be tailored to specific targets. Audience segmentation allows the creation of messages that speak closely to the needs and interests of specific groups, well defined and identified. But we’ll talk about that later on.
How to send a newsletter that matters
Newsletters are meant to trigger actions, like directing the user to a product on your website or generate conversions. Its content must fulfil the client’s expectations and be aligned with the goals set out by the brand.
Its usefulness depends on an extremely important definition: segmentations. Instead of sending the same message to all of the subscribers, it is wiser to send a specific message to the right target: a cosmetics brand will not send a beard grooming kit to their female subscribers. Unless if it was meant as a gift, for Valentine’s Day, for example.
Otherwise, you are just being plain intrusive, because you are not sharing useful information or ideas with your audience. By knowing what adds value to their lives we can adapt the information to capture their attention. For that to happen you should know your subscribers, know what they think, what they need, how they feel, how they act.
Personalized newsletter also adds value to the relationship. Calling subscribers by name and providing an identity to the sender also increases proximity: “Hi Joan, I’m Michael from Brand X and I want to share a secret.” And if that secret has something to do with Joan’s activity on your online shop – that product she saw is on discount for just one day – even better.
Your newsletter is just a doorway for your promotions. You don’t have to provide lengthy explanations, just click-inducing clues. A newsletter should tease the users’ curiosity. A good subject, good images and a well built text is all it needs.
Copy is thus very important, from subject to body, up to how the Call to Action is executed. Do not save on the quality of your newsletter’s copy.
When to send
Now that we know the why and how to send a newsletter, it is easier to establish when to send it. The short answer is at the end of this section, if you are in a TL; DR mood.
As we’ve learned, too many messages will frequently lead to unsubscriptions, but too infrequent emails will make people forget about you.
There are three fundamental factors to plan a newsletter schedule:
- Brand’s needs
There are time slots potentially more effective to schedule a newsletter, according to the type of business. Tuesday is a great day for most industries, but leisure and entertainment content works better on Thursdays.
There are many tools available to help you realize what is the most appropriate time to send your message and understand when user will be more receptive and prone to engagement.
Specific segment targeting, holiday campaigns and special days and events – like seminars, festive occasions, Black Friday, Valentine’s Day – can break that scheduling, but only if the content action justifies it.
- User’s preferences
Users should have control over how and when your newsletter will be sent to them, right from the subscription stage. Give them the opportunity to choose the type of messages – informative, promotional – and how frequently they will get them – daily, weekly, monthly.
Provide them with these options from the very beginning and stick to them, because almost no one adjusts their preferences when they get tired of hearing from you.
- Client expectations
Users expect to be informed about certain events within an active timeframe: when will sales occur, or if a newsletter about a sport will have in sync with the events calendar, before and after the competition days. Or the announcement of a new product or a launch event notification should reach your subscribers before the general audience – sooner or later and the impact will be null.
Short answer here
You were just looking for this, right? Here goes:
You should send your newsletter every time you have something new to say, share or offer, Don’t do it every day – unless you really have to – and do it at least once a month. It doesn’t have to be on a weekly basis, but be regular and, above all, make each newsletter relevant to your subscribers.
We at Zyrgon can help you create a direct communication strategy with your clients, current and potential, and make them look forward for your messages in their inboxes.
Send a message to ours. And, since we’re at it, subscribe our newsletter. We promise to be relevant.