How Often Send Out Email Newsletters in 2024 [NOT WEEKLY]

Conventionally, it is believed that recipients of any email marketing campaign do not really enjoy promos. There is often a general fear surrounding such emails because you fear being marked as spam or reported by them. But, a study by Marketingsherpa tells a different story.

Almost 86% recipients enjoy receiving promo mails from their favorite brands monthly. This is an interesting statistic because it can help you plan out how often send out email newsletters effectively.

There are varying opinions on how often a newsletter should be sent out. In my ten years of email marketing experience, I have experimented with this a lot. So, how often should you send out a newsletter? Here’s my take on this burning question.

How Often Send Out Email Newsletters

The key to newsletter marketing is not overdoing it. You may want to share a newsletter with your recipients, updating them at every turn. Well, try that and we’ll see you on the flip side. It doesn’t really work. If you spam your recipients with every minor detail about your business, they are likely to get fed up soon.

This is because the goal of newsletter marketing is not just keeping your recipients updated. It also involves sharing promo offers, new deals, etc. So if your are sending mails with minimal promos and more storytime, they are going to spam. And this is only going to bring you less leads, low returns and eventual loss, along with a damaged sender reputation and low deliverability rates.

In a 2022 study by Campaign Monitor, it was found out that newsletters should be “no more than twice a week and at least once a month”.

This is an effective strategy that I have used with many businesses. You can share updates about your brand on some days and promos and discounts on the other. Depending on your marketing campaign, there’s a lot you can do in this duration while also giving space to your recipients.

Other Factors to Consider When Sending Newsletters

While the above given frequency may work for brands that have long cemented their space in the recipients’ minds, other brands may need some more time. This is to say that one shoe doesn’t fit all.

Depending on the niche of your business, your recipients may enjoy hearing as frequent or as seldom from you. Food delivery businesses, for instance, might focus on more rigid email blasting than a clothing brand—it really just depends on the email marketing campaign.

But, there are other factors that go into deciding this. They are as follows:

What is the Purpose and Goal of Your Newsletter:

• Define what you want to achieve with your newsletter.
• Choose the frequency that aligns with your goals: weekly, monthly, or quarterly.

Determining the Target Audience:

• Understand when and how your audience prefers to receive newsletters.
• Align the send frequency with their habits and preferences.

Consider Your Open Rates and Other Metrics:

• Monitor open rates and deliverability rates to evaluate effectiveness.
• Adjust frequency and content based on audience engagement and feedback.
• Improve deliverability rates using email warmup. Hook your mailbox to the tool and let it send out mails on your behalf. It targets addresses that interact with your mails, opening them, starring them and replying to them, increasing your deliverability rates.

Which is the Best Day to Send Out a Newsletter

Campaign Monitor’s study shows that sending newsletters on weekdays prove to be more successful than on weekends. When you check how emails perform each day, you’ll see that there isn’t a big difference in their success. Usually, emails do better on weekdays and get the lowest engagement on weekends.

Still, Which is the Best Day?

While all days work perform really well at a larger level, Mondays tend to be the best day for newsletter marketing. The table below (by Campaign Monitor) shows that while the difference in click-through and open rates throughout the week are marginal, Mondays triumph them all.

However, one thing you should keep in mind is that there are certain products that will gain traction only during weekends. For instance, if you send out newsletters about your night club on a weekend, it is more likely to gain traction relative to a weekday.

When Not To Send Out Newsletters?

While there’s a perfect day to send out newsletters, are there any timings you should avoid? The answer is yes. While this will ultimately depend on your product and the audience you target, there are some times when it’s better to not say anything.

1. When you don’t have anything new to add – Skip the newsletter if there’s nothing new. Focus on fresh content.
2. When you are not ready – Don’t let time pressure you into launching something that isn’t ready yet. That can cause more damage than not sending the newsletter at all.
3. When there are technical errors – Delay the newsletter if you’re facing technical problems.
4. When your content is not reaching the audience – If you are unable to target your audience due to reasons like low sender reputation, it is better to take a step back.

To make sure you land in your recipients’ inboxes, you need to figure out a way to increase sender reputation. To do this, use free email warm up. What this does is send out emails for free on your behalf. And then it increases engagement by targeting addresses that open your mails and interact with them by starring them, clicking on links and replying to them.

To improve your sender reputation, focus on improving deliverability rates by targeting email addresses that are interested in your content. Use a free email verification API to filter out inactive and invalid addresses, ensuring a clean mailing list. This helps avoid bounces, which can harm your sender reputation. If the bounce rate keeps growing, your domain may end up being blacklisted. So, don’t forget to clean your mailing list regularly.

Conclusion: How Often Send Out Email Newsletters

So, this is my take on sending out email newsletters. As I said before, it will ultimately depend on the kind of product and audience you are targeting, but there are some nuances you should keep in mind like your email deliverability rates and sender reputation.

If you are looking for personalized solutions regarding sender reputation and deliverability rates, then talking to a free email deliverability consultant will definitely help!

Frequently Asked Questions

1. How often should I send out my newsletters?

While there is no hard and fast rule that you have to do it at a particular time, the general consensus is considered to be at least once a month or maximum twice a week.

2. Which is the best day to send out newsletters?

Evidently, the best day to send a newsletter is on Monday. While all days show relatively equal open rates, Mondays tend to soar higher. However, it also depends on your product. Promoting a night club brand would yield better results on weekends.