A question we frequently get from agents is how often they should send an email newsletter to their clients. Currently, we offer monthly, bi-monthly, and quarterly mailing frequencies, but some agents are wanting to mail as often as weekly, or worse daily. Our advice is always the same, do you think your clients really want to receive a daily or weekly marketing message from you?
While increasing your frequency might lead to short-term traffic spikes to your website or quote requests from prospects; it can also increase unsubscribes and even spam reporting.
A recent piece from Email Marketing Reports examines this issue in greater details:
As the marketing world (re)discovers email, many people are asking if they can send out more email to keep sales/responses flowing through difficult times.
Experts are skeptical, citing the risks of increased spam complaints, unsubscribes and list fatigue. Short-term response boosts can come at the cost of delivery problems, damage to your brand, and long-term loss of sales/responses.