How many newsletters to send per month: is there a perfect number?

How many newsletters to send per month: is there a perfect number?

The point is this: you are looking for the ideal newsletter sending frequency for your email marketing project. You need a number, a digit, a parameter capable of dividing and defining in order to understand which is the right path to follow and the wrong one to avoid.

There is a small problem: no one can give you exact information on how to choose the frequency of publication and send a newsletter, a sales letter, or any element related to DEM. There is no answer to how many emails to send per month in this field.

The management of the statistics of the various platforms for sending newsletters – such as Mailchimp, Sendinblue, Mailup – allows you to evaluate all the data relating to the work performed. Including the open rate, which allows you to understand if people are opening your messages or not.

There are also other parameters to monitor, such as the abandonments that are made after each submission. So, is there the perfect number compared to how many updates to send per month?

The Topic Of This Post

  • 1 Much depends on the content of the email
  • 2. How do users react to emails?
  • 3 Fewer emails? Opportunities decrease
  • 4. How often are the newsletters sent?

Much depends on the content of the email.

There are messages that update subscribers with respect to specific initiatives, others that represent a point of reference already established with the list. For example, you can use a squeeze page to attract subscribers and communicate that you will only send an informative email every two weeks.

This allows you to create an agreement established with the public, who, in fact, does not expect anything different. Alternatively, you can avoid communicating the number of updates, but it all depends on what you have decided to send in these messages. Information content? Virtuous examples of content curation? Good cases of storytelling? All this implies a good degree of acceptance.

At least compared to promotional emails. That is to say; the classic contents are designed to sell something, which can be more or less insistent up to real spam. If you fall into this vortex, the risk of decreasing the frequency of sending newsletters is high.

How do users react to emails?

To understand what is the right frequency for sending newsletters, you must evaluate the action performed by the user. Let me explain; when you send an email, you notice that there is some abandonment. Don’t be afraid; this is normal: it happens to lose contacts  (it depends on the size of the list).

The situation becomes worrying if entire fleets leave the database to the nth sending: perhaps you are exaggerating with the number of monthly emails in the e-commerce store strategy. But this is not the only factor to analyze: you must also consider whether they open and click on what you have sent.

This research underlines an important point: the relationship between open and click rates versus emails sent per month. What can you observe? Very simple: with the increase in the number of content sent, the opening rate decreases, and the clicks towards your goals decrease even more.

This means that, in general, overdoing the number of emails can be a problem. Especially if they are not useful and almost become spam, don’t make the mistake of acting without looking at what happens to your main goal. That is to say, the gain.

Fewer emails? Opportunities decrease

Especially if the sending is related to a direct sale, for example, if there are products to buy in your newsletter on e-commerce, you have to evaluate how much the actual orders decrease or increase with the fluctuations of the messages. Does increasing the number of emails means decreasing the open rate and clicks, but at the same time increasing the number of purchases?

Perfect, you have the answer you are looking for. Tests serve to test ideas and hypotheses. In this second graph, you can see just this: as the number of emails increases, the orders of the eCommerce services taken into consideration for this research cited in the blog also improve.

Tips for writing good newsletters

Everything must be contextualized and well packaged, but you can’t just reduce the messages to be sent. You have to evaluate to what extent it is worthwhile. What are the rules to follow?

  • Avoid spam and unwanted content.
  • Alternate commercial emails with informative ones.
  • Always leave interesting and up-to-date offers.

Remember to play by the rules. In the newsletter, insert the possibility to leave the list: people must be enabled to decide whether or not to remain in your database.

How often are the newsletters sent?

This step is crucial for those who organize an email marketing campaign or understand how and when to communicate to those who decide to follow the updates via email. I believe that there is no magic number of newsletters to be sent per month, although a good balance can be found between two and four publications every 30 days.

One newsletter every week, a maximum of two. With exciting and valuable content, some commercial proposals, and a good data analysis to understand how subscribers react to any changes. Do you think it works like this? Leave your experience; how many insurance emails do you send?