11 - Email Planning, Frequency & Testing
- In a spreadsheet work out January to December what topics you would like to cover. Busy periods can often mean that activities such as mail outs can be forgotten and this is a way of making sure they are not neglected.
- As a minimum you should mail your subscribers each month. You can mail your subscribers more frequently with short messages such as directing them to something you have shared on Facebook or an article that you thought might be of interest to them.
- You can test how frequent you should be sending emails by measuring your unsubscribe rates from different campaigns set at different frequencies.
- You can also measure what time of day you should be sending emails by monitoring your open and click rates. To do this you should also think about who your target customer is and when they are most likely to have the time to sit and read their emails. E.g. if you are emailing parents it might be more appropriate to email them at 88pm after their children have gone to bed.
- If you find that there is a group of your subscribers who haven’t opened the email when you sent it in the morning you should send a test email to them for the evening to see if you get a better response from them at that time.
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