How Frequently Should You Send Emails with AWeber?

Email marketing is one of the most powerful tools in a marketer’s arsenal. The ability to reach many people with just a few clicks is unparalleled in today’s world, and the potential to grow a mailing list into a lucrative customer base is just too good to resist.

However, blindly pitching to a giant list of potential customers without thought of the right frequency may not be the wisest of moves. With that in mind, let’s take a brief look at how frequently you should send emails with AWeber, and how you can maximize the effectiveness of your campaigns.

Frequency Matters

Just as with any other marketing channel, the frequency with which you send out emails can have a profound impact on the success of your campaign. As a general rule of thumb, you should aim to send out a fresh email campaign every two weeks to keep your audience engaged and interested. Going beyond that, you may notice that some industries enjoy much more success with a more frequent email outreach.

For example, let’s say you’re an eCommerce store owner who wants to grow their store’s mailing list. Two emails a week may be enough to keep your customers interested, or if you’re engaging in a series of targeted campaigns, you may want to send out a new email every week. More frequent emails result in higher open rates and greater conversions, as proven by numerous studies conducted by independent research firms over the years.

Single Vs. Multilateral Emails

When it comes to email marketing, there is no one-size-fits-all approach. Just like social media, email preferences and behavior can vary from person to person. As a general rule of thumb, however, you can divide email marketing into two categories: single-sided outreach and multilateral outreach.

With single-sided emails, you are only sending emails to one person at a time. If you’re using AWeber, for example, you can select the type of content that you want to send (e.g., sales, discounts, offers, etc.) and then set the email’s “To:” field to “Individual” or “Company” (if you’re sending it to a company). You can then send the email directly from within AWeber.

When it comes to multilateral outreach, you’re essentially sending emails to a group of people. In that scenario, you’ll want to make sure that you’ve got groups (e.g., “Top Performers”, “Geniuses”, etc.) or lists of individuals that you want to send the email to. You can then set the email’s “To:” field to “Multilateral” and add the email addresses of the people you want to reach. You can also, if you’re using AWeber, import a group or list of contacts from LinkedIn, Facebook, or Twitter.

If you want to get the most out of your email marketing, it’s important to understand the differences between the two approaches. With single-sided outreach, you can send a quick email to a select group of individuals, or you can send a longer email to impress a broader audience. This will generally depend on the size of your organization and how much time you have to spare.

With multilateral outreach, you’re typically sending longer, more involved emails to a group of people; however, you may also want to consider breaking up the email list into smaller groups for optimal engagement and retention.

Personalized Versus Un-Personalized Emails

One of the distinguishing factors of a well-executed email marketing campaign is the use of personalized messages. Just like a carefully crafted social media post, a personalized email from a reputable brand can land on the recipient’s “top of the minds” when they’re browsing online. It’s the holy grail of email marketing: getting the right mix of appealing to the audience and individualizing the experience for each person on your email list.

When sending out a personalized email, you are actually taking the time to craft a message that speaks to each person on your email list individually. The best part is that you can do all of this without having to break out your literary skills. With automated email marketing services, like AWeber, you can take advantage of their well-designed templates that will guide you along the way and only require you to fill in the blanks with relevant details.

For example, if you run a bed and breakfast in a beautiful historic city, you may want to create an email that is both charming and personal while also providing useful information for your guests. You can take the time to craft a one-of-a-kind experience for each person that you reach with a personalized email.

On the other hand, if you’re just getting started and don’t have the time to craft a personalized message for each email, you may want to consider sending out an un-personalized message to everyone on your list. If you’re worried about being too salesy in your approach, you may want to consider an un-personalized email as a placeholder until you have enough data to craft a personalized message for each person on your list. Sending out a few un-personalized messages along the way may be just what you need to get started.

Pro-Tip

Pro-Tip: When it comes to email marketing, the key to a successful campaign is to get as many people as possible to open your emails. One of the best ways to gain new subscribers is through content marketing. If you’re a brand-new business looking to gain a foothold in the industry, you may want to consider creating educational content that you can then use to grow your email list. Not only will this attract potential customers to your brand, but it will also allow you to continue building your email list even after the content promotion period is over. As always, the more you put in, the more you get back. In this case, you will get back a veritable cornucopia of valuable data that you can use to inform your future email campaigns. The content may include best practices, industry statistics, tips and tricks, and more! Not only will this make for interesting reading, but it could also serve as a valuable reference for people interested in your industry. Remember: content is king, as they say.

Bottom Line

If you’re looking to get the most out of your email marketing efforts, it’s important to understand the differences between single-sided outreach and multilateral outreach, as well as whether you should send out personalized or un-personalized messages.

Whether you’re a seasoned marketer or a beginner, there is an approach to email marketing that suits you perfectly. Make sure you understand the advantages and disadvantages of both approaches before you get started so that you can choose the right mix for your business. Keep in mind that you can always switch back and forth between the two as needed, or you can even develop systems and automation so that you can send out campaigns quickly and repeatable frequently. In any case, email marketing is a vital tool in your marketing toolkit and can be used to grow your business and reach your full potential.

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