In today’s episode we’re tackling one of the most common questions in email marketing: how often should you send marketing emails? 

Whether you're just keeping up ongoing communication with your audience or running a promotional campaign, your email frequency plays a critical role in your overall list engagement, and deliverability (and more!)

Let’s dive in!

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Join The Email Hero Blueprint

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This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

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00:00.26

emailmarketingheroes

What is the ideal frequency to send your marketing emails? That's what we're talking about in today's show.

00:30.18

emailmarketingheroes

Yeah, I mean, this is this is a big one. This is something I get asked loads. It's like, how often should I be emailing? How often should I be emailing? I was actually just speaking at an in-person mastermind. I was like the guest speaker ah for my friend Paul Mort who has a a mastermind. And he asked me to go in and chat. And one of the big questions that was coming up was like, how often should we be emailing? So that's what I thought would have a little bit of a natter, a little bit of a chat about. Oh, by the way,

00:57.12

emailmarketingheroes

01:35.99

emailmarketingheroes

and um and it's beating them about 80% of the time in split tests that I'm running pretty much every day. If you want to go and have a play with the same thing and use the exact same AI that I've been training, just go to emailmarketingheroes.com slash subject, emailmarketingheroes.com slash subject, and you'll be able to go and start using that. All you need is a free chat GPT account, so anybody can get a hold of one of those. So yeah, welcome back to the show. I hope you're still enjoying this um this new format where it is me solo just sharing my thoughts and having a conversation with you, a bit a bit more relaxed, a bit more, um I don't know, just a bit but different. i've I've wanted to do solo for a while, actually. And um because I thought, well, I can just, one, it's more convenient for me to be able to record them, you know, and and secondly, it's it's a very different vibe, right?

02:29.15

emailmarketingheroes

And so, yeah, i'm i'm I'm here for it. So hopefully you're enjoying it. ah let me Do let me know on socials. Let me know what you think about the new format. and I'm on Instagram, at email marketing heroes. So do do let me know over there. OK, so we're talking about email frequency, how many should you be sending and when. And I'm going to say something I've never said before, which is I think there are kind of two different types of frequency. OK, I think there's two different types of frequency.

02:58.47

emailmarketingheroes

One of them is what we're going to call launch or offer frequency. And that is when you are promoting, right? It's like promo time, promo frequency. It's when you're promoting something. Maybe you've got a new class coming up, a new webinar, a new masterclass, a new course, a new program, a new service that you're offering and launching. I think there's a different frequency when you do that and a different cadence when you're doing that.

03:25.55

emailmarketingheroes

compared to when you're in sort of day-to-day, what I'm going to call maintenance mode, which is and maintenance mode is really about keeping you top of mind, keeping your deliverability high, keeping people's engagement there, and meaning that you have people's attention and you have your good deliverability and and and all that sort of good reputation as a sender. You have all of that for when you switch into the promotional mode into launch or offer mode and we'll call that promotional mode maybe people call that promotional mode so I don't have to keep saying things over and over again okay so we've got maintenance mode and promotional mode so maintenance mode I think the absolute minimum is three times a week the problem with emailing any less than three times a week is that people will forget who you are

04:14.64

emailmarketingheroes

Because we are all on so many people's email lists, right? How many times did do you get an email ah each week where you go, I can't even quite remember have I gotten that person's list or who that person is is or what they do and what they help with? You have to open the email and go, oh yeah, the person who and the person who helps with, you know, um launching a book or whatever.

04:32.47

emailmarketingheroes

so ah So that's one thing. it' It's ah really about maintaining high memory of you. High memory. That's a terrible way of putting it. But people's recollection of you, they need to you need to maintain familiarity. That's the word I was struggling to find. Familiarity. There you go, friends. Familiarity. Found it. It was at the bottom of my brain somewhere.

04:53.36

emailmarketingheroes

So we're looking at, we're looking to create familiarity. The other thing is, if you're emailing less than three times a week, it's very difficult for Gmail and all of its, you know, all of its band of many, many men and women um to, to, to really become certain or have any confidence in how good your emails are or not. So if you give it more ammunition, if you give, if you give it more proof, more emails, right?

05:20.59

emailmarketingheroes

then you um are going to have better placement in the inbox. So the ways to do that are basically mail three times a week or more. I mean, ideally five times a week or seven. Five or seven is is ideal, you know, Monday a friday or Friday or seven days a week. I mail seven days a week. um Sometimes on a Friday, I'll schedule the ones that go out on Saturday and Sunday. Not always, not that often actually, mostly I'm doing it in real time because I've just linked the habit of writing an email every day to make my first cup of tea the other day.

05:50.66

emailmarketingheroes

So that's, and and actually just because I have that habit, it means it's easy to do every single day. Habits are hard for you to get into if you don't do them every day as well. Like the reason you brush your teeth every day is because you do it every day. You know, I get, I get out the shower out of the bath and um'm I'm brushing my teeth straight away. Like that's, that's the habit. You know, that's all linked together. It's easy to do every single day.

06:10.11

emailmarketingheroes

There is an additional thing you can do, which I'm seeing a really interesting uptick on. It's something I would definitely consider doing. And and it's been on my sort of radar for the last few months to maybe and reduce a special email each week.

06:23.30

emailmarketingheroes

which is more like a newsletter style with different sections in it, has a bit more like news, what's going on in your industry or more specifically in the industry of your target market, not necessarily in your industry, right? So um that's a thing you could do. In fact, years ago, we had a client who um who ended up being a coaching client of mine.

06:45.71

emailmarketingheroes

And she would email i'm four days of the week, Monday to Thursday, then on the Friday, she would do more. And she was like, on Monday or Thursday, she was emailing things like the general sort of stories and lessons and then the normal sort of day to day emails. And then on the Friday, she had a much more produced newsletter, which had like its own like special branded name. It was, you know, it was like the Friday newsletter, the Friday big one or or whatever it was called. And and in that was like a bit more like here's some here's a section with a little tip in it and she was teaching like Canva stuff right so she would have like a cool thing but that we could do in Canva and she would link to maybe a video or a podcast she'd been on like so it was more like a newsletter. I think that's a cool idea to have something each week that people can look forward to and they get

07:32.67

emailmarketingheroes

no matter where they are in your email system, because it's very real time. It's very, very real time. So I really like that if you've got the bandwidth to do it. Currently, I'm so busy with projects that I don't have the bandwidth to do that. But at some point, um once I'm sort of more settled in,

07:48.43

emailmarketingheroes

I feel like we'll be able to we'll be able to do that, which will be really good fun. Of course, you could outsource that. You could probably use some kind of AI to help you along the way a little bit to to give you a bit of a leg up and and and save some of the yeah the hard work on that. the The other type of emails we're talking about were these promotional emails, right? So what is the frequency for promotional emails? And the frequency that I tend to use is I'll do two emails on the day, on the same day,

08:14.22

emailmarketingheroes

of the offer opening, of announcing the offer. The early one will be very much like, hey, I've just announced this thing. Later in that day, much later in the day, you know, six or eight or 10 hours later, i'll I'll email saying, oh, here's a bit more detail. And then I'll probably email once a day for the rest of the promotion, apart from the last day, when I'll generally do free emails on the last day, depending on what time the offer closes. I'll do an early one um on that morning of the last day saying, Ooh, today's the last day. Then I'll do one in the middle of the day going, oh, time's now, you're running out. And then I'll do one final one just one hour before the offer closes. So that's the email frequency. That's how often I think we should be emailing. The reason I want so many in ah so many emails on the last day is just to make sure those people who would normally email afterwards and go, damn it, I just missed out.

09:04.18

emailmarketingheroes

I want to make sure we minimize those people because one, they're missing out and I feel bad that they wanted the offer. And secondly, because we always honor our deadlines, I'm going to be refusing that money. And I don't want to do that either, right? It's not good for us, not good for the customer. Literally, nobody's winning in that situation. So I want to make sure they've got plenty of opportunity throughout the day. The thing I will often do the day after a launch or a day after an offer closes, as I send one more email that next day, which says, just so you know that offer's now closed. And that just reminds people for the next time we open the cart, oh, when they say these things that their thing's closed and they are over, they actually mean it. They've got that sort of reality check in there as well. So that's the email frequency I think we should be using. If you're in maintenance mode, pretty much once a day, a minimum three times a week for all the reasons we've just talked about. And then if you are in launch mode,

09:52.64

emailmarketingheroes

then i think it's um I think it's good to do one a day, maybe sometimes two or even three a day. So um hopefully hopefully that helps you and and I think there's a lot in that ah for you to really get your head around. If you're thinking, oh, I'd really like to know, um I'd really like to know what to put in these emails. Well, if you're already a member and a customer student of our Email Hero Blueprint, you've got all of those email campaigns inside of your inside of your members area. If you haven't, that you could definitely go and check it out by going to emailmarketingheroes.com slash blueprint, emailmarketingheroes.com slash blueprint. Check out all the details of the library of like 46, even more than that, different email sequences and campaigns that literally show you what to put in each of those emails so you know what to put. So you've you've got something to actually say in those emails. That's emailmarketingheroes.com.

10:51.16

emailmarketingheroes

slash blueprint for anybody who doesn't already have access to that. Okay, now it's time for this week's.

11:00.46

emailmarketingheroes

Okay, so here's one for you, which is um this page is, and then I've got the, it's like a bag of money. It's a, it's ah like a little um yellow bag with a dollar sign on. Then it's the, and then in parentheses, copy mine. So essentially, if it was all in words, it would say this page is money, parentheses, copy mine, but I've used a bag of money emoji.

11:24.69

emailmarketingheroes

Important bits around this. like It's not quite a benefit-driven subject line, but it very much has an implied benefit, which I often don't do. I often won't put even an implied benefit. But here what I'm doing is I'm so i'm really leaning into the fact that but this page makes money, and people want to know what is the page, and they want to know that because they want to know they can copy it. So it has a it does have an indirect benefit to them. But then the the secondary benefit that's in there is speed. So I'm saying, copy mine. So I'm saying, go copy this, right? So it's got two benefits in there. It's like, this is the thing that's working. Oh, it's proven great. And you can go and use copy it speedy. Because remember, there's things that people want in your in your offers, they want to know is it you know okay is a part of your offer?

12:14.98

emailmarketingheroes

things that are going to make it faster to do, easier to do, or more likely to be successful. Well, actually, this page's money copy mine satisfies all three of those things. It's faster to do, because you can copy. It's easier, well, because you can copy mine. And then it's, it's going to be more likely to get some kind of result. Well, I'm saying this page is making money. So, so there you go. So this page, this page is money emoji, copy mine. That's this week's subject line of the week. Look, um I hope you're enjoying this. I'm i'm really enjoying making these sort of episodes. This is really good fun because I can just like go off on a tangent and do it a wall and also scheduling is much easier when it's just you, right? ah Because everybody's everybody's got stuff to do. If you are enjoying it, please let me know. um think here Here's a crazy thing for you, by the way. If I just look up here, I'm just at my keyboard, and I just look up the email marketing

13:06.07

emailmarketingheroes

show on Apple, it shows me, here's here's a crazy, crazy, crazy thing. um It shows me that even though we get about 10,000 downloads a month, just over 10,000 downloads a month on the show, only 49 of you have left ratings and reviews on on Apple, on Apple Podcast. So do us a favor.

13:28.78

emailmarketingheroes

right now, take the time to go and leave a review over on Apple Podcasts, just do what I just did, which was search for the email marketing show, Apple on Google. And it will let you leave a review or if you're on your if you're on your Apple Podcasts app, you can do it right there in the app. and Because that really helps us to get in front of more people and and and help more people discover this show and get all of the goodies from it. So if you would do that, that will be absolutely lovely. Awesome. I'll speak to you next week.