One of the things Advant Plus users always want to know is how frequently should they be sending out client newsletters. Should it be monthly? Quarterly? Somewhere in between?
The answer (unfortunately) is that there is no one-size-fits-all solution, as every practice is different. Here are 3 things you need to consider before making a decision on how often to send out your client newsletters.
Consistency is key
Weekly, fortnightly, monthly, quarterly … pick one and stick with it. Set a schedule that you’re able to maintain, remembering that you (or someone in your office) will likely need to set aside some time in order to prepare and send each newsletter. Realistically look at your workload and your practice’s resources, and figure out what works best for you.
More isn’t always more
There’s a fine line between maintaining frequent, well-received contact, and annoying your clients. If you start sending fortnightly newsletters, and see an unusually high number of unsubscribes, that may be a sign to pull back to a monthly or quarterly schedule.
However, sending too infrequently can also be problematic. If you’re sending newsletters, say, bi-annually, you may have issues with deliverability, as an unfamiliar newsletter landing in an inbox may cause a client to hit the ‘unsubscribe’ button.
The easiest way to figure out if you’re sending newsletters too often, or not often enough, is to use email analytic software, such as Litmus, to track engagement.
How do your newsletters fit into your digital marketing strategy?
If you’re maintaining regular contact with your clients via a variety of digital channels (such as Facebook, LinkedIn or Twitter), you may not need to send client newsletters as frequently as other practices. If this sounds like your practice, a quarterly newsletter may be ideal.
However, if sending newsletters is the only one-to-many marketing channel you’re currently utilising, you may want to consider sending more frequently.
So what does this mean for you?
We think the ideal frequency to aim for is monthly – certainly at least quarterly, and no more than fortnightly. But trust your judgement and knowledge of your business and client base, and find a schedule that works for you, your team and your clients.
We add new content on the first business day of each month, making it easy for you to send a newsletter to your clients monthly. If you have any questions about sending your Advant Plus newsletters, email us at firstname.lastname@example.org.