One of the best ways to collect quality email addresses from your target audience is to promise something of value. Then follow through on that value.
But then ... how frequently can you email them without them unsubscribing?
Send too often, and your audience will feel overwhelmed and opt out. Too infrequently, and they'll forget who you are. (I'm at fault of that! My "Ask a Content Strategist" letter is quarterly. Most people receive it well. After three months? People may forget they asked for it.) The answer lies in your audience personas and your message content.
Here are a few things to consider when creating your email frequency strategy:
Once you know who you're talking to, what you need to say (that they want to hear), and how often they need it, your email frequency plan will come together. Use this Email Guidelines Template (PDF) to pull it all together.
Shelly Bowen, MFA, is a content writer, content strategist, and founder of Pybop.
For decades, Shelly has written for businesses on complex topics from disease prevention and medical devices to alternative energy and leveraging data. Today, she's hyper-focused on supporting B-B technology businesses. In her spare time, she hikes, kayaks, draws, and works on her T-Bird.
A wide variety of brands rely on Shelly as an essential freelance writer and content strategy resource.