Know-How Exchange : E-Marketing

I also email to technology pros, and usually send 1-2 emails per month.

First, can you combine your messages into one or two emails, such as in a monthly newsletter?

Second, web marketing is obviously moving towards giving the customer/prospect more control over information and how they interact with your company. Perhaps a longer term solution, but you could consider posting your information to a website (to a password-protected customer site if the information is not public), and setting up RSS feeds so that your readers can subscribe only to what is relevant to them, and they can choose how often to get the information.

The key, I think, is producing useful content. If your info is all sales promotions, you won't get subscribers. If you produce info that helps them with their job and informs them about events, etc. that they're interested in, you'l keep your subscribers.

Even if you don't want to set up RSS feeds, etc., give your subscribers as much control over communication as possible. Even if your unsubscribe requests aren't going up, that doesn't mean people are reading your messages... I don't know the statistic, but I believe most people don't even bother to unsubscribe, they just delete... so track click-through and response rates, too. As Mike suggested, survey your readers, and maybe do test campaigns - 1 month with 1-2 communications, for example - to compare your click-through and response rates.
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取决于你想要什么。如果每一个电子邮件supposed to generate revenue, then mailing more often might be okay.

I'd let your open rates, click through rates, and unsubscribe rates be your guide. As stated, the unsubscribe rate alone is not a good gauge, as many people just delete and move on.

I know of a seminar company that used to email just about the same promotion email to its list more than once a week...sometimes every couple of days as the event would draw nearer. I thought this was crazy, until I saw that each time they sent the email, they would get a few orders with no real negative backlash from the list.

If we sent the one email once per month, their revenue would plummet.

As others have pointed out, there are lots of variables to be considered and much depends on the purpose and content of each e-mail effort. In almost all cases, you will find that there are segments of your mailing list that respond well to more frequent touches and those that more quickly experience audience fatigue.

If the content in each effort is fresh, then the fatigue factor might be less of an issue. But if the content of the e-mails is similar or if each is largely a promotional attempt, then your concerns may be well-founded.

There's no need to guess at the right number. You can test several hypotheses and see what happens.

In in simplest form (and you could certainly test a wider set of possibilities), separate your mailing universe into two groups. Continue to mail one at a higher intensity level and scale the other back to something like half of that rate. Watch response rates, customer service inquiries, etc. to determine the overall impact. But also look for segments of the higher intensity that respond at a high rate and see how similar addressees behave in the lower intensity group.

If some of the high responders in the high intensity group respond at lower rates with less intensity, then that's a sign that you might lose orders/volume by dropping e-mail frequency across the board. If this group's response is about the same in either group, then that tells you that the extra e-mails aren't generating incremental value.