Subscribers to Marketing Matters, the BSA newsletter may have noticed that they have been receiving it a little more regularly, and at the same time each week. Research shows this is a good strategy for email marketing, because people like regularity. It makes sense really. You expect the post to arrive at a similar time each day, weekly newspapers are published on the same day each week, and the news is on at the same time each day. So why should an email marketing be any different? It also helps to give gravitas to your communications. Sending newsletters regularly and consistently, shows that you value it and consider it a priority. Let’s face it, if you don’t value its contents enough to put time into sending it out regularly, why should any of your recipients! A good starting point may be to send your newsletters monthly. Pick a day of the month (eg last Friday of the month) and target to send it on that day each month. One hurdle to regularity is having good quality, interesting content. Here are some ideas for subjects to help you keep your newsletters regular:
- Industry news – what’s happening in your industry that may be of interest to your customers?
- Case studies – demonstrate how you have helped your clients?
- Tips and advice – let people in on a bit of your experience
- New services or products – It’s amazing how many of your contacts may not know your full range of services – again case studies are a good way to illustrate these.
Finally, a thought about how often to send your emails: Just because you have taken the decision to send your newsletter regularly doesn’t mean that you have to send it out every day. It is important to plan the frequency of your newsletters to match what you have to say. If you would like some help in giving your email marketing a little more structure, get in touch. We are always happy to talk.
