Sending emails to your subscriber list is a little like reaching out to your first crush:

“Should I text them now or wait three days?”
“Should I wait for them to call me?”
“Should I call them and hang up before they answer?”

Your email list is one of the most valuable assets your store has. This is why it’s so important to use that asset wisely. So, how often do you need to show up in their inbox? And when is it too much?

Email sending frequency and why it’s important

What happens if you don’t text your crush at all? It doesn’t take too long before the crush fades into a missed opportunity. Similarly, not sending emails at least once a week means:

• Your list starts to grow cold
  The people on your list eventually forget who you are, and you fail to stay top of mind. They forget your store – they forget about your products/services – they go somewhere else when they’re ready to buy. It’s as simple as that.
• Your conversions fade
  You only slip into their DMs whenever you need something. This shows them two things: you’re an inconsistent brand and you’re not 100% dedicated to keeping them as a customer. Sending to a list who’s grown cold results in reduced open rates, reduced click-through rates, and, as a direct correlation, reduced conversions from your emails.

How to show up in their inbox

You’re convinced: you don’t want to lose out on leads, and you’re ready to hit send. But how often should you send emails to your list? What do you even say?

• Make sure that you are sending to your list on a somewhat frequent basis, at least once per week.
• Send content that resonates with your audience and is relevant to them. If all of your email content is “buy my stuff, buy my stuff, buy my stuff,” guess what they’re not going to do? Not only will they not buy, but you’re going to have a higher unsubscribe rate, and you’re going to have a higher rate of people who don’t even open your emails at all.
• Create a mix of fun, interesting, informative, and engaging content for your emails. Then, include brand information, new product releases, and sales notifications in a relevant way so that it seems natural.
  
  

Essentially, your email content needs to be interesting enough for people to want to click, keep reading, and look forward to getting more email content from you.