5 Questions to Ask Before Starting a Newsletter

5 Questions to Ask Before Starting a Newsletter FI 5 Questions to Ask Before Starting a Newsletter

3. How often are you going to send it?

Just the simple matter of frequency can have massive consequences that affect what results you’ll get, and how much work it takes to get those results.

If you’re launching a newsletter, I would warn you off daily emails. First, they’re a huge time commitment. Second, it takes a really great newsletter to have daily frequency and not wear out the subscribers.

So what’s ideal? Once a week is reasonably safe. One a month is okay, too … but you might risk being forgotten by your subscribers. Once a month emails are infrequent enough that they often just get ignored (unless your content is so good that people notice and are happy when the newsletter arrives).

Test frequency

But really the best way … is two ways: to test, and to give people options.

Testing your emails’ frequency is going to take time. To do it, marketers typically split their list randomly into two groups, then mail to one group with Frequency A (let’s call it once a week), and to the other group at Frequency B (say, every two weeks). They’ll continue with that for at least a month, possibly two months.

Then they’ll compare the results. You get the best answers if you look beyond metrics like opens. You might even look beyond click-through rate, perhaps to how much businesses was generated from the two lists over that time, or how the overall engagement levels of each of the two groups compared.

The other approach is to just let people choose. You can do this by sending an email asking people to pick their preferred frequency, or you can offer them choices right as they opt in. You can also start asking them in every email you send. Usually this is done somewhere in the footer, like Buffer has done below:

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