Gini Dietrich

How Often Should I Send Email Newsletters?

By: Gini Dietrich | December 1, 2011 | 

It’s Facebook question of the week time (clap, clap, clap)!

I’ve really been thinking about what to do with these videos. I mentioned it in a podcast I did with Joe Hackman yesterday and, in the chat room, everyone suggested I keep doing them.

Alright, “everyone” might be a slight exaggeration. It was Nancy Davis and Jason Konopinski, so it wasn’t everyone. But they both said, “Don’t stop!”

So I’m thinking about these videos and how to elevate them for next year. I’d love to hear your thoughts on what you’d like to see or not see, for that matter.

And on to today’s question.

It comes from Dallas Kincaid. Dallas and I “met” on Twitter, quickly became Facebook friends, and is one of the most sarcastic and inappropriate friends I have. And that makes him hilarious to me. For those of you who have experienced him on my wall, you know what I’m talking about.

He is the founder and operations manager of Xecunet, a company in Baltimore that does Internet, voice over IP, server hosting, and all that IT stuff that is necessary but no one understands.

He asks:

How often should I be sending email newsletters to my customers? I want to make sure I’m keeping my brand familiar without them feeling it’s spam.

They’re thinking about an email marketing campaign for 2012 and want to be sure they’re doing it right.

I answer his question in the video below (which you can watch by clicking here, if you can’t see it in your RSS feed).

Now it’s your turn. What do you advise Dallas?

And don’t forget! If you have a question for us, head over to Facebook and leave it on the wall there. If you have ideas for elevating this video series, I’d love to hear them!

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • I blogged about this a while back. I started a fresh gmail account and was so excited to have a clean slate without any emails from brands or causes or news or spam. But over time I selectively signed up for stuff. Now I mass delete 99 out of 100 emails I get from Brands, Business, Causes and News because of the volume. I call this Clutter.

    The ones that I open have one of two or both attributes:

    1] Great subject line – if you don’t have a great subject line you lost right there

    2] Great content – a lot of my DJ friends give away free music via their news letter. Brands that send me coupons I sometimes open like Staples is good at this. They also are good at sending their weekly flier this method.

    This is no different than my business account. I delete 4 of 5 emails every day. Most are industry trade news but the volume is too much to read it all. So think about why someone is going to open the email. I have seen studies that 2-4% open rates are the norm. Still better than Facebook Ads, Digital Ads, and I bet Billboards for response rates 😉

    Now the flip side is if you don’t email me you are out of site and mind.

    • ginidietrich

      @HowieSPM So what’s your recommendation then?!?

      • @ginidietrich I actually think email is a good medium to use. But the sender has to be realistic about the goals. It is like FB Pages (er yes @KenMueller ) you will have the diehards like I was for Chobani and go directly to the page (10%) not waiting for a post. Others will eagerly click if they see some thing come by (20%). Others will be a Fan and ignore unless something spectacular comes up (70%)

        How do you get people into that top 30%? The top 10% come to your website and blog anyway. That other 20% is waiting for you. The rest are kind of opening the door for you. This is where content over branding (hush @DannyBrown ) will win out. Why did I sign up? What was the promise or expectations? Are you meeting them. If not what can be changed? Do you really care about the 70% anyway? How many of them can really be customers?

        When I was in 9th grade I filled out one of those post cards to receive vacation information worldwide from places only the rich could afford. I loved getting all the catalogs and offerings in the mail. I was totally a 70%er wasting their money. But I felt important.

    • @HowieSPM I’m gonna start creating fake email accounts just to send emails to you.

  • As always, I have an OPINION on this: As often as you have something important to say.I am a huge lover of smart email ‘marketing,’ or rather, communication with clients. I email no less than twice a month, but sometimes more often when their is something tremendously important to say. My highest open rate in a year was when I sent out Privacy Issues Too Important to Ignore after the Klout issues were exposed, (which I give @DannyBrown lost of credit for) and I actually got loads of Thank You emails in return.I follow a guy named Ben Settles who emails every single day. Of course he’s selling his Email Players, but he’s really compelling to read, and I read EVERY email from him.I think the bigger question is: How do I make my emails compelling to open. If you do that, email as much as you want. Of course I wrote a post about this to at: 🙂

    • ginidietrich

      @AmyMccTobin I, personally, think every day is too much. I even get tired of Rue La La and Gilt every day. Of course, I say that and everyone gets a daily email from Spin Sucks if they subscribe. Never mind. I’ll shut up.

      • @ginidietrich Ha! And I always read my Spin Sucks. Sometimes I have to do a catch up after a week of ‘real work,’ but the email is a prompt. I am NOT promoting daily emails… I think it all depends on who you are and what you have to say. @danielnewmanUV – go Nuts – let’s hear it.

      • @ginidietrich@AmyMccTobin But a daily email from Spin Sucks is, as you mentioned, the choice of the subscriber AND (more importantly) it’s not a newsletter…it is always interesting and relevant posts…some fun and funny and some informative and instructive (and funny) . I am really betwixt and between on this one. I agree with @KenMueller …I tend NOT to like email newsletters….I rarely read them ( like @bdorman264 I have SO much to read as it is…) …and yet…I know that it is important to stay in front of your customer’s face, so to speak, so I do send occasional email “blasts” Even as I write them, I feel that they are contrived and will be sent to trash before they are even opened. AND they take a lot of work to make them look cool!!! I don’t know…I’m just sort of venting here but I do struggle with the value of email newsletters. BTW, your FB question of the week is always fun and fabulous (just take a look at the impression it made on Ken with his parody) AND it was inspirational in my doing a weekly (usually) video. That said, I think things like videos are far more effective (and fun to do) than email newsletters(.BORRRRRIIINNNGGG)

        K, I’m done…

        • ginidietrich

          @SocialMediaDDS I would consider the Spin Sucks email a form of email marketing. It doesn’t have to be a newsletter, in the true sense of the form. Do you subscribe to our newsletter, Smart Talk? I haven’t sent one in a couple of months. It’s not a top priority for me…much to lisa gerber chagrin.

        • @SocialMediaDDS@ginidietrich@KenMueller@bdorman264 Here’s the kernel of it: There’s a difference between Email and Email Newsletters. That word Newsletters bores the hell out of everyone because they think “long winded and uncessary.” I change the name to ANYTHING but newsletters: Tips, Happenings, Important Events…. whatever is relevant to what you might want to regularly send.

        • @AmyMccTobin@ginidietrich@KenMueller@bdorman264 Excellent suggestion….it’s all in the packaging….

    • danielnewmanUV

      @AmyMccTobin@DannyBrown just make sure that what YOU think is important is actually going to be seen that way by those poor saps who will be getting your emails.

      I tend to believe a lot of what I have to say is important. So I would be blasting people daily. LOL

  • PS – like the chic NY look today:)

    • ginidietrich

      @AmyMccTobin Ha! Thanks!

  • danielnewmanUV

    Darnit Gini – you know I don’t watch your videos. Just write the answer. 😉

    I say no more than 1x a month. And make sure the content is good and interesting.

    • ginidietrich

      @danielnewmanUV I say no more than one time a month, but stats prove us wrong. And I know you’re like me…you don’t like to be wrong.

  • I hate email newsletters. I rarely read the ones I subscribe to. Rarely open them, and rarely click thru. However I’ve seen studies that show you should send much more often, that once you hit a certain threshold, it doesn’t matter how much you send. Clearly, I disagree.

    I think email is still very effective in some business categories, but there has to be a real reason for it, and I think the structure and content of the email is probably more important than the frequency.

    • ginidietrich

      @KenMueller I think the daily deal sites have ruined us.

      • the worst thing about groupon? maybe- at least in the top ten things wrong with them, @ginidietrich @KenMueller

        • ginidietrich

          @faybiz I never signed up for them for that very reason.

  • Honestly, just like any other medium, it depends on your audience. Some audiences need daily doses, some may only respond to monthly doses (like a non-profit I work with). You have to test and see what happens. There is no right or wrong answer here, just like there is no right or wrong answer to using Twitter or other social media… if it works DO IT!

    • ginidietrich

      @keithbloemendaal Would you recommend he start with once a month or twice a month and build? Or… ?

      • @ginidietrich I would say 2x a month and build from there if you have something important or a promotion, you will know when it becomes too much if you watch unsubscribes and open rates.

  • I think for your videos you need to start doing more ‘action’ shots; have some drama and adventure included, work in a plot line………

    E-mail newsletters…………hmmmm, I guess it depends on your audience and if it is someone you already do business with vs someone you would like to do business with. If nothing else, hopefully you are keeping your name out there in a non-offensive way.

    I get several and it’s from firms I know so I’m not put out by them, but typically I don’t take the time to read them. I know, that probably comes as a big shock, but I have so much to read it’s easy for me to clean out the e-mail box first.

    If you have content of value and can keep it a short read, I think 26 a yr would be appropriate.

    That is about all I have to offer on this topic which isn’t much but that’s a given, huh?

    • ginidietrich

      @bdorman264 I love it when we agree. Except for the action shot piece. I don’t know about that.

      • @ginidietrich@bdorman264 I think we can start a mini-series with Gini starring as Rambette who takes on whole armies of spin dealing PR firms and shady Social Media Charlatan’s.

  • Hi Gini… good timing on this since I’m currently working on our newsletter strategy for next year. We sort of abandoned it in mid-2011 because the time-to-benefit ratio wasn’t paying off.

    Twice a month sounds like a bit much to me. We’re going to do our email newsletter once a month in 2012, and this time we’re really focusing on quality content. We’re doing a whole series of videos featuring interviews with our clients highlighting why and how they use video. GOOD STUFF!

    –Tony Gnau

    • ginidietrich

      @T60Productions I like the strategy! A lot!

      • @ginidietrich@T60Productions If you include free drink coupons count me in Tony!

        • @HowieSPM@ginidietrich@T60Productions Hmmm… one of the businesses we’re featuring is Goose Island Beer Company. You might be one to something Howie! 🙂

        • @T60Productions@ginidietrich Send me some!

  • a_greenwood

    Nice turtleneck.

    I try to do on e-newsletter a month, but seem to have more luck with getting people to sign up to Feedburner–those people hear from me at least 3 times a week, every time I do a new blog post. Coincidentally, i just did a blog post about getting signed up for my e-newsletter. Go figure.

    • ginidietrich

      @a_greenwood Ha! Thanks!

      Yeah…as I typed an answer to Amy down below, I realized people get Spin Sucks every day if they subscribe. So…hmmm….

      • a_greenwood

        @ginidietrich That’s one reason I don’t blog everyday (rationalization alert!): I don’t want to wear people out, so to speak. So far so good–site visits continue to grow at a reasonable pace and business is good. Have a great week!

  • DallasKincaid

    Lots of great posts on this! I’m currently toying with either a twice a month or once every three week interval. I used to do one monthly but stopped for a couple of years, mostly because I wasn’t tracking it properly and really using it to it’s full potential. Oh, and I agree, I think an action shot would be much better for these videos…perhaps you could get a little gopro cam like the one I use for mountain biking and just aim it at your face while you walk the beast….just a thought…

    • ginidietrich

      @DallasKincaid You should try both – twice a month and once every three weeks and see what works best. Also try different days of the week. We have one client we send on Saturdays and their click through rate skyrockets.

  • doug__davidoff


    10 weeks ago we launched a new campaign approach to email. We send out a short version, no layout email every week – we feature a valuable tip and we let people know what webinars we have coming up. Once a month we send out a full fledged newsletter. In that we focus an article, we feature our blog, we promote the upcoming webinar and starting in January we’ll be focusing on a product as well.

    So far the results have FAR exceeded our expectations (I wish I had started in 52 weeks ago). Attendance to our webinars is up 10-fold, leads are up more than meaningfully, it’s reigniting conversations with prospects that have gone dormant and it’s only just begun.

    My observation – and the maniacal focus of our execution – is that value trumps frequency. As long as you communicating something that people find valuable (even if they don’t engage with you) the outcome is positive. Share the love is our philosophy.

    Hope this helps,


    • ginidietrich

      @doug__davidoff And, as someone who received your email, it’s really easy to scan and get the main points. It’s very well done!

      • doug__davidoff

        @ginidietrich well, you know, someone once told me that I got long winded with my writing, so I took some advice from her. I just can’t remember who that was. 🙂

      • doug__davidoff

        @ginidietrich well, you know, someone once told me that I got long winded with my writing, so I took some advice from her. I just can’t remember who that was. 🙂

    • @doug__davidoff Hallelujah!!!! Value Trumps Frequency.

  • I am so surprised by that stat! I would’ve said the same thing (1x per month) if I had been asked the same question. While I get daily newsletter from news sites, I rarely see a brand pop up in my inbox more than 1x per month. I would say that if you have news, then share it but I hesitate to suggest sending newsletters if you have no news. So take a look at what you are sharing in your newsletter and ask yourself how often you are comfortable updating – having – content to share.

    • ginidietrich

      @C_Pappas I think what @AmyMccTobin says below about not calling it a newsletter is probably key. Spin Sucks comes to you daily, if you subscribe. Our “newsletter” has nothing to do with us. It’s usually tips and tricks for getting the most out of your online efforts. I’m wavering.

      • @ginidietrich@AmyMccTobin

        I like the daily I get from Convince & Convert <- great example of how to publish tons of useful content in a daily newsletter. Jay’s style is a 1,2,3, +, with links to articles (not necessarily written by him) related to a core theme/topic. Takes a lot of work though! At my company now we are trying to decide whether or not to do a monthly newsletter and what it would look like. If we stop calling it a newsletter, I think the ideas would flow more freely.

  • I have several clients who do this once a month, and all are happy. It’s standard now.

    • @wabbitoid when something works it works. Why fiddle with it.

  • Twice a month isn’t bad, but for us, we like to keep it with us just once a month, like you. It seems to work for us…I think. At this time, though, the company is still so small that we can’t justify doing it more than once a month. I know I personally like to receive updates about once or twice a month, either is ok with me. Depends on what the company has to say and if it’s really relevant. I’ve been unsubscribing from newsletters that get sent out once a day, just too much for me.

    • ginidietrich

      @MorganBarnhart You know, that’s a good point. It probably depends on the resources you have. I’m in charge of our newsletter and it goes out maybe (MAYBE) once a month. I just don’t have the time and it’s not a priority when other things, like the blog, drive the same results.

  • Twenty-six times per year? I’m going to put my hands over my ears and pretend I didn’t hear you say that. I plan to stick with once per month for the time being. I think I would become fatigued if I had to write two e-letters or more per month.

    • ginidietrich

      @Erin F. You should try different days that you send it. For instance, try a Monday morning one month and a Saturday morning another. I’d be interested to see your stats.

      • @ginidietrich That I can do. It’s getting sent on Thursday this month. Last month, it was a Friday.

  • We did a year-long test to figure this out. We sent over 10 million emails, segmented into 3 frequency groups – 1 that got 1 email per month, one that got 1 email per week and 1 that got 1 email every 3 days (poor test subjects). And then segmented again based on their prior email engagement level (based on when they last opened an email). We evaluated results based on the value we got from clicks on the email (it requires that you know what the value of a visit to your website is). We got the most value/revenue from the weekly emails. However there were differences in the different email engagement groups. People who had opened our emails at least once per quarter (prior to the test) had a higher propensity to interact with the more frequent emails. People who had opened our emails less than twice per year, didn’t click through as much. So at the conclusion of the test we decided we were going to get the best value if we emailed weekly to those who click on an email at least once in 3 months and monthly to those who click 1 time per 6 month period and we decided to stop emailing those who never clicked. Also do not fear the unsubscribes. It’s natural list clean-up. You should encourage unsubscribes because emailing people who don’t want to hear from you is just a waste of your marketing dollars.

    • ginidietrich

      @manamica You’re so smart. And now I want to spend every waking moment in December to prep this to start in January. Didn’t we have some deal we wouldn’t do this?!?

      • @ginidietrich sorry? I’ll hold off all ideas until Jan ;p. I think what I meant to say, but instead geeked off on the test itself, my advice is to test, test, test 🙂

    • @manamica If I could like your comments X10 I would. Never Fear the Unsubscribes… it’s a great title for a post that I now feel compelled to write.

      • @AmyMccTobin@manamica It’s the same with unlikes on Facebook or unfollows on Twitter. Unless you suddenly get an inordinate amount, and see a spike of unsubs in your analytics, don’t sweat it. It just means those people weren’t really interested in the first place. And if you use a contest to get likes on FB or Twitter, you’ll probably see a lot of unsubs after that once the contest is over. that’s ok. Those people were just there to win, not be your fan. That’s why numbers are so deceptive, and programs that guarantee to get you a certain # of fans are dumb.

      • @AmyMccTobin thanks :). I’d love to read your post! I wrote a post a while back “5 Reasons to Love Email Unsubscribes.” @ginidietrich if your audience would be interested, I’d be happy to submit a revised version to spinsucks.

        • @manamica@ginidietrich Can you post the old version somewhere?

    • @manamica You nailed it. Thanks for explaining this along with the results.

      I have to agree with you on the unsubscribes. I’ve seen a few people unsubscribe and spam complaints drop to near-nothing when you encourage people to opt-out (out of about 8000 people.)

      Just like how open rates and CTRs are measured, so should the unsubs and spam complaints to discover any dark-spots or risks in your list. Not pissing people off is a good idea and will help you become an even better marketer.

      Thanks again for sharing this. 🙂

      • @JoeManna@manamica A key to a lot of this is setting expectations up front. Always make it opt-in, and let people know what to expect in terms of content and frequency. If you tell them they will be getting an email from you every week (and not just in the small print) it helps keep people out who don’t want that much to begin with.

        • @KenMueller you are making a fantastic point. The new model of opt-in gives frequency options. Not sure if you’ve seen that “how frequently do you wan to receive email from us.” The only challenge with that is that until they’ve seen your content how will they know how frequently? So I’ve been thinking of testing a “resubscribe feature.” To give people the option to change to a different frequency if they want to… What do you think? @JoeManna

        • @manamica@JoeManna ilike that idea. perhaps similar to what the forums or online boards do with subscribing to individual entries/posts, or a daily digest, or weekly digest.

      • @JoeManna absolutely! I’d much rather they unsubscribe than hit the spam button. Gosh I hate the spam action. It can be really damaging to the future visibility of the email in the inbox.

    • @manamica WOW!!! that is quite the valuable and awesome study. I’d just like to chime in and echo that sentiment. 🙂

      • @Lisa Gerber thanks Lisa! I was very fortunate to be able to work with a very large data set. That kind of testing is not possible small scale.

    • @manamica On a micro level I’ve found something similar. Monthly emails got missed, but weekly emails got opened at a much higher rate. Even though the content was pretty much the same.

      Also found that emails on Sunday and made to look like plain text where the most successful.

      To get the best click through I found that one link per post was the best approach and that the link should come in the middle of the page.

      • @jonbuscall very cool. Thanks for sharing. I agree 110% After all it’s all math. If you get 10 clicks with each newsletter, if you send 1 per month you get 10, if you send 4 per month you may only get 6 clicks per newsletter but 24 per month. And then you can focus on bringing it back up to 10 per newsletter… Our clients always ask for weekly or bi-weekly data and I am not a fan of that. If we look too narrowly we will miss the real results. I like the “lifecycle” approach – what do our customers do with our emails over a period of time?

  • I am still thinking about “if you have had success doing it more than once a week let us know” isn’t that what we have boyfriends/husbands for? 🙂

    No really, even stores that I like get too much with emailing and then I have to unsubscribe and then to be really spammy the message says ‘are you sure you want to unsubscribe?” Yes! and then you get a “sorry to see you go” email!

    I wouldn’t have left if you didn’t spam me all of the time! Jerk.

    • ginidietrich

      @NancyD68 I just spit latte at my computer screen.

      • @ginidietrich@NancyD68 You SO don’t want to hear my thoughts on what the frequency of THAT should be.

        • @AmyMccTobin@ginidietrich@NancyD68 “You SO don’t want to hear my thoughts on what the frequency of THAT should be.” that would really be off the rails… but I bet you raised a lot of eyebrows. 🙂

      • @ginidietrich Ah…I live to make you spit beverages at walls, computers…passerby…

  • PattiRoseKnight

    If it’s a newsletter of someone I enjoy reading I’d say bi-monthly – if i get something weekly and get busy it just piles up in my email and we know how long it takes me to read then! It’s usally old news by the time I get some downtime to catch up on reading. I will say the short newsletters get my attention – they are easy to read and delete or save whatever the case may be. That’s my two cents.

  • Sounds like the key advice is be prepared for a significant commitment. (+1 more comment Gini! haha) 🙂

  • We typically send our ours once a month – when we have something that is worth sending. @ginidietrich in your previous suggestion about days of the week, I can tell you that I don’t have the stats in front of me, but we seem to have a higher opening rate when we send ours out towards the end of the week. (Th/Friday) People are just looking for ways to pass the time by the end of the week (those lucky people!) and are getting less internal emails so our notification doesn’t get buried.

    We also have a 2 part newsletter – one part case study & one part important tips for our customers. The full case study is available on the website.

  • Keep the video. Add me to the list of peeps requesting that. Not because I find them uber-valuable (even though I sometimes do), but because I think its a great example of integrated marketing and using different channels for different purposes.

    • @Sean McGinnis Sean I read your daily newsletter twice every day just so you know.

      • @HowieSPM And I re-watch Gini’s weekly video every hour of every day….just to stay humble.

    • ginidietrich

      @Sean McGinnis You came so close to complimenting me. So. Close.

      • Why would I want to risk tearing the fabric of the space-time-continuum? @ginidietrich

  • jennimacdonald

    Gini I have an idea. Once a week do a Google+ hangout or Live Video Chat where you answer questions right then?!

    But I like your format now so I think it’s fine to keep it the way it is!

    • @jennimacdonald that would be awesome. Actually you just gave me an idea..

      • @hackmanj@jennimacdonald A Google + hangout would be great. Hangouts are great collaboration tools for dispersed teams. I use ’em often.

        • @jasonkonopinski@hackmanj@jennimacdonald I like the idea of a Google+ hangout, too. I know I hope to use them at some point.

    • @jennimacdonald But I thought there was a limit of 10???

    • ginidietrich

      @jennimacdonald I like that idea! I’d have to do it in addition to, though. There is too much value in using the video on YouTube, here, and on the website. Maybe a Hangout once a month?! That’d be fun.

      • @ginidietrich@jennimacdonald I’ve used Screenflow to “tape” hangouts and then post to YouTube. Best of both worlds. (The screenflow can be edited down to make it more interesting…

        • jennimacdonald

          @blfarris Thank you, I’ve been trying to find a successful way to record hangout!

      • jennimacdonald

        @ginidietrich I’ll hang with you anytime! : )

    • @jennimacdonald Love this idea. In fact, that’s something I’m planning on doing in 2012. Oops! The secret is out!

      • jennimacdonald

        @lauraclickim excited to learn about your idea. Please send me a link in the future.

  • Now @ginidietrich , let’s be honest. @NancyD68 and I are important. Our opinions matter because we’re not afraid to voice them. Loudly. 🙂

    • @jasonkonopinski@ginidietrich@NancyD68 YES THAT IS TRUE JASON. 😉

    • @jasonkonopinski@ginidietrich Me and Jason are the official hecklers. We NEED BADGES!

      • @NancyD68@ginidietrich I’d be remiss if we didn’t include @Sean McGinnis in our ranks.

      • @NancyD68@jasonkonopinski@ginidietrich Badges? We don’t need no stinking badges!

        • @Sean McGinnis@NancyD68@jasonkonopinski@ginidietrich Excuse me? You do need badges, at least if I’m the one making them.

        • @Sean McGinnis@NancyD68@jasonkonopinski Sean, you disappoint. I thought we shared a love for badges.

        • @Lisa Gerber@NancyD68@jasonkonopinski Lulz. You know all too well my love of badges. I want to reinvigorate the badges industry. 🙂

    • ginidietrich

      @jasonkonopinski@NancyD68 I never said you weren’t important! I just said you didn’t represent everyone in the chat room.

      • @ginidietrich@NancyD68 Oh good grief, Gumby. Quit be so danged literal. 😉

        • @jasonkonopinski@ginidietrich@NancyD68 Great conversation on email. And I love this video idea you’re using. On a side note – actually Gumby was the free spirit, Pokey was the nervous Nelly and always worried 😉

  • We experimented with sending two emails per week to a small group of Correctnicity users. One early Monday to draw attention to questions closing and another at the end of the week to review what did/didn’t. The idea was that it would encourage users to stay connected to the content and change their predictions as circumstances dictated. Those email got reported as spam. We don’t do that anymore.

    • ginidietrich

      @jasonkonopinski Interesting. I wonder if it was content or too many emails?

      • @ginidietrich@jasonkonopinski If it was me, it would be too many emails. Even while working in the email marketing space, if I hear from someone more than once a week, I can become irritated. Thus, the report spam button.

        People should be expecting your emails. Not you expecting them to read them. 😉

        • @JoeManna@ginidietrich@jasonkonopinski More often than not, that is a factor of host and you need to contact them to have you whitelisted. Some hosts have spammy reputations based on what others they host. Had that problem in a previous job with a non-profit. Had to go through a process to get whitelisted and it took awhile.

        • @KenMueller@JoeManna@ginidietrich There were a few obstacles that we’ve since addressed. A big one was the unsubscribe link. Rather than being a one-click, it was pointing to user preferences on the site. Google didn’t like that.

    • MelissaBreau

      @jasonkonopinski I wonder if it was also influenced at all by the days you were sending them—while it totally makes since in the context you mention, normally the best days for newsletters are Tuesdays and Wednesdays. On Monday most people have too much to catch up on from the weekend and they are quicker to hit delete, spam, etc. and on Friday’s most people are in a rush to get out of the office and, again, are more likely to hit delete/spam.

      When I was working at a magazine company, the best open rate results we got were Wed. newsletters, around 11am.

  • If it looks or feels like spam, it is.

    I recommend staying in contact at least once every other month, but not more than twice a month. Always depends on the expectations. My best recommendation is to send your list a poll and let them choose how often they want to hear from you.

    If it’s split evenly, have a “bi-monthly digest” and a “monthly tip” (or so).

    I have more email tips contained in this presentation I did not too long ago: me up if you have any questions. 🙂


  • If it looks or feels like spam, it is.

    I recommend staying in contact at least once every other month, but not more than twice a month. Always depends on the expectations. My best recommendation is to send your list a poll and let them choose how often they want to hear from you.

    If it’s split evenly, have a “bi-monthly digest” and a “monthly tip” (or so).

    I have more email tips contained in this presentation I did not too long ago:

    Hit me up if you have any questions. 🙂


    • ginidietrich

      @JoeManna We tried a poll with a client and it was funny what we got back. Some said, “You send us email?” Yet, when we checked, those were the people opening every one. Oy.

  • If it looks or feels like spam, it is.

    I recommend staying in contact at least once every other month, but not more than twice a month. Always depends on the expectations. My best recommendation is to send your list a poll and let them choose how often they want to hear from you.

    If it’s split evenly, have a “bi-monthly digest” and a “monthly tip” (or so).

    I have more email tips contained in this presentation I did not too long ago:

    Hit me up if you have any questions. 🙂


  • I send out an emailed newsletter when ever I have something interesting to report about my art activities. It works out to be about once a month. I have a list of about 300 opted in followers. In addition for hot news i use my twitter account with about 50 followers. Works for me.

    • ginidietrich

      @peterworsley Great point about Twitter working effectively for what we used to have to use email to do.

  • breannakatelynn

    I had always been of the opinion that once a month was a good, reasonable number. When I designed and mailed newsletters for a local law firm, we realized soon on that while we wanted to be informative (and keep a frequent connection with clientele), the very last thing we wanted to do was to be an irritating presence in their inbox. Great point about Twitter.

    • ginidietrich

      @breannakatelynn I’m of the same mind. But it seems we might be wrong.

  • Pingback: Blog Comments- Professional | Simply PR.()

  • veroach

    The reality depends on the quality of the content. Once a month seems to be the norm, but that’s because most newsletters are full of nothing buy promotions.  Including the content a user actually wants, allows one to not only increase frequency, but it also will drive much higher engagement.