I’m looking to start stepping up my Email campaigns and whilst I’ve no problems deciding on the content of Emails, or who I want to send it to, there are a few other things playing on my mind.  Could you tell me how often I should be sending out Email marketing paraphernalia, and also when the best time to send it is? 

Anna, Surrey

Anna, you’re in luck, as this is precisely one of the issues that we cover during our Internet Marketing training sessions.  However, much as I would love to say that I can give you a definitive answer to your question, I’m afraid in Email Marketing (just as in most other forms of Online Marketing), there are few cases of black and white, simply a fair few shades of grey instead.

One part of your question, however, I won’t hesitate to answer and that is the how often part.  The truth is, it isn’t a matter of how often you send a newsletter or any other form of Email marketing, but more a case of how regularly.  It is important to send your Email at the same time, whether it is each week, each fortnight or each month, as people will learn to expect it, and with any luck even wait for it with eager anticipation.  So as I always tell people during my Internet Marketing training, don’t worry about how many to send, just be sure to always send it at the same time.

As to your other question, the best time to send it, I’m afraid there is no good answer.  Send it on a Monday and people are too busy clearing their inboxes from all the mail they received over the weekend, send it on a Tuesday and people are too busy working hard after losing all of Monday to Emails, send it on a Wednesday and you are most likely to find people out of the office at meetings, send it on a Thursday and you will find too many people bogged down having not got enough work done at the beginning of the week, and send it on a Friday and you will either catch people on their days off, or when they are frantically clearing their desks for the weekend.  However, don’t despair!  Whilst people may not read it straight away, if your content is something that they want or is useful to them, there are many such as myself who will keep that Email in their inbox, saving it for a quiet afternoon or a rainy day and eventually they will get around to reading it.  The chances of it being read the minute it hits an inbox are so slim, that there is little future in spending hours agonising over the best day of the week to send it.

I hope that’s answered your question Anna, and if you would like to add us to your mailing list please feel free – we promise to read your Emails the minute they arrive! Or perhaps you’d like to come to one of our Internet Marketing training sessions and find out even more about Email Marketing…..


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