My mind knows that it is the best way to connect with my readers, but after pouring my heart and soul (ok maybe that is a little melodramatic) into my blog posts each week, it is really hard to punch out the newsletter.
Definitely not good.
One of my 2015 Goals is to keep up with it – and this is why you should too.
Know, Like, and Trust
The number one reason that a business needs to regularly communicate with their list is “know, like, and trust”.
By communicating with your audience on a regular basis, they get to know you. And slowly they form an opinion.
- Are you likable?
- Do you know what you are talking about?
- Are you trustworthy?
I don’t know about you, but when a friend recommends something to me, I usually act upon it.
Sometimes I don’t have time to do the research myself – so I figure if it’s good enough for them, it’s good enough for me.
That is the person that you want to be to your audience.
You want to be the good friend.
Why Readers Subscribe
We’ve now established that an email newsletter is a good idea.
So why is it that people like me who know that, still have a hard time sending them out?
Aside from the time involved, one thing that holds me back is the “I don’t want to be annoying.” factor.
Unfortunately, that is just me getting in my way.
David Carr at the New York Times sums it up here:
Newsletters are clicking because readers have grown tired of the endless stream of information on the Internet, and having something finite and recognizable show up in your inbox can impose order on all that chaos.
Your newsletter is valuable to your reader because it saves them time. They don’t need to visit your website every time that you post an article. They want to read your posts, but they want the information to come to them.
Think about it, my list of subscribers gave me their email address. They requested that I send them my newsletter.
So I ask you (actually myself) this:
If you subscribe to the New York Times or any other magazine or newspaper for that matter, is it annoying when they actually deliver it to you?
No! Of course not. You asked for the subscription.
End of story.
The Importance of Email Frequency
An email newsletter is a good idea because you are saving your readers time.
Here is where we get to the question of how often.
If you send too many emails you will scare your readers away.
However there are downsides to sending too few:
- your readers may forget who you are
- your subscribers may forget that they ever actually subscribed**
- they may decide that your information is no longer relevant to them
- they may replace you with someone else that offers similar info and who communicates more regularly
- they may not take your business seriously
Finding the sweet spot between too often and too few is the hard part.
you only have a brief amount of time to reach out to your new subscribers before they forget having signed up for your list. Generally speaking, you’ve got about six months from the initial point of subscription before a subscriber’s permission goes stale.
No One Size Fits All
There is no one size fits all solution to this dilemma.
But there are a few things to keep in mind.
How often do you post?
If you post once or twice a week or less, sending out a blast every time you write a post could work. If you post daily or several times a day, sending out an email once a day could be overwhelming to your subscribers.
How long is your information “fresh”?
If the information in your industry changes rapidly, then you will need to inform your readers of new developments right away. Otherwise you can space it out.
How often did you promise?
If you promised a weekly newsletter when they signed up, then you have your answer. That is what you should deliver.
How much time do YOU have?
Realistically, drafting a valuable newsletter will take time on your part. How often can you fit the process into your schedule?
My Personal Preference
As an email newsletter recipient, I like to receive emails once a week. Maybe twice if there is pressing new information.
I have a hard time keeping up with email newsletters that are sent out more frequently. And often they get ignored.
How often do you send out your email newsletter? How often do you like to receive them?
Need Help Organizing Your Content?
I can help you grow your business by creating a newsletter schedule that you can stick to. Contact me here to get started.