Email Marketing: What to Send (and How Often)

Email marketing is a powerful tool for businesses to reach their customers, and regular email communication is still one of the most effective forms of digital marketing. However, figuring out what to send and how often to send it can be a challenge. In this blog post, we'll explore different types of emails you can send and how often you should send them to get the most out of your email marketing campaigns.

One important rule to follow when sending out any newsletter or content related to your business is to ensure proper grammar and spelling.


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Newsletters are a great way to keep your subscribers engaged and informed about your business. They can include updates on new products or services, promotions, and upcoming events. Newsletters can be sent on a regular basis, such as weekly or monthly, to keep your subscribers up-to-date.

When creating a newsletter, be sure to include a mix of content that is relevant and interesting to your audience. This could include:

  • Company updates and news
  • Blog posts and articles
  • Promotions and special offers
  • Industry news and trends
  • Tips and advice

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Promotional Emails

Promotional emails are designed to drive sales or conversions. They can include special offers, discounts, or product announcements. These emails should be sent sparingly, as subscribers may become annoyed if they receive too many promotional emails. A good rule of thumb is to send promotional emails no more than once a week.

  • Limited-time offers
  • Percentage or dollar-off discounts
  • Free shipping promotions
  • Buy-one-get-one offers
  • Referral discounts

When offering promotions or discounts, be sure to set clear terms and conditions, such as expiration dates or minimum purchase amounts. You can also create a sense of urgency by including a countdown timer or emphasising that the offer is only available to a limited number of customers.

Surveys and Feedback Requests

Email campaigns that ask for feedback or encourage customers to take a survey can provide valuable insights into your audience and their needs. This can help you improve your products or services and provide a better experience for your customers.

When creating a survey or feedback request email, be sure to:

  • Keep it short and focused
  • Explain why you’re asking for feedback and how it will be used
  • Offer an incentive, such as a discount or free gift, to encourage participation

Welcome Emails

Welcome emails are sent to new subscribers to introduce them to your brand and set expectations for future emails. They can include a brief introduction to your company, an offer to encourage subscribers to make their first purchase, and a link to your website or social media profiles. Welcome emails should be sent as soon as possible after someone subscribes.

Abandoned Cart Emails

Abandoned cart emails are sent to customers who have added items to their cart but haven't completed their purchase. These emails can include a reminder of the items in their cart, a discount to encourage them to complete their purchase, and a call-to-action to return to your website and complete their purchase. Abandoned cart emails should be sent within 24 hours of the abandoned cart.

  • Include images and descriptions of the items in the customer’s cart
  • Provide a clear call-to-action that encourages customers to complete their purchase
  • Offer an incentive, such as a discount or free shipping, to encourage customers to complete their purchase

How Often Should You Send Emails?

The frequency of your emails will depend on your business and your subscribers. However, there are some general guidelines you can follow. For newsletters, weekly or monthly emails are common. For promotional emails, no more than once a week is recommended. For welcome and abandoned cart emails, send them as soon as possible after the subscriber takes the corresponding action.

How to Design Great Emails

Many beginner email marketers or businesses owners tend spend too much time on email formatting and design without considering the content. They believe their emails must look unique or visually striking to capture their audience's attention.

However, over-designing your emails can trap even the most experienced email marketers in a time-consuming process. For your first set of emails, we highly recommend modifying a simple MailChimp template to include:

  • A branded header image.
  • A catchy title and associated image, based on your content.
  • Some content and an associated call-to-action.

Below is a simple example of an email we recently sent to the Campfire email list:

Your Emails Should Be That Simple

For example, when a new subscriber signs up for your emails, they should receive a simple, auto-generated email that thanks them for signing up and tells them what sorts of emails to expect going forward:

When signing up for the first time over the next couple of weeks, we have pre-set emails in MailChimp that will automatically be sent out to a new subscriber. These emails will provide insights and tips, along with some reading material on how to better run a business with design. The series will end with a promotional gift to say "Thank You" for signing up to our newsletter. This is a great way to ensure that every new subscriber to your mailing list automatically receives amazing information from the start.

You can learn more about how to set this up here:

Email marketing can be a powerful tool for businesses to reach their customers. By sending newsletters, promotional emails, welcome emails, and abandoned cart emails, you can keep your subscribers engaged and informed about your business. Remember to send emails at a frequency that works for your business and your subscribers, and always provide value in your emails to keep your subscribers engaged and interested in your brand.

Before we head off though!

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