Should You Send Email Daily?

calendar denoting the chance to send email daily

Many ecommerce stores are guilty of blasting their subscribers with emails day after day — and you know who you are. More often than not, this is a one-way ticket to irritating and overwhelming them, leading to low engagement and potential deliverability issues. Truthfully, it can be difficult to deliver personalized, relevant, and engaging emails every single day.

That said, we’re not issuing an all-out ban on daily sending — but it has to be done carefully. Let’s take a look at how you can make daily sending work for you.Let Your Subscribers Choose How Often They Hear from YouThis is a surefire way to ensure that the people who are getting your emails actually want to receive them. This requires a little more work on your part, since you’ll have to segment your mailing list based on subscribers’ frequency preferences and send daily, weekly, or monthly. But it’s worth it! You’ll see higher engagement overall, plus lower unsubscribe rates.

Don’t just take our word for it — we started doing this at Klaviyo with our newsletter list and saw a 10% increase in open rates right off the bat.

You’ll need to set a default for subscribers who don’t give you a frequency preference. Since these are passive subscribers, we recommend you set the default to weekly to err on the conservative side. If they want to receive more emails from you, they can always change their preferences.

Letting your subscribers choose how often they hear from you is the best way to make sure you’re not annoying them, while still keeping in touch with some of them daily.Segment, Segment, SegmentOK, so you’ve decided not to let your subscribers choose how often they hear from you. Fair enough — that’s your choice to make. But there are still ways you can avoid sending batch-and-blast newsletters to your subscribers every day, and that’s by getting hyper-segmented.

Segmenting by engagement is a great way to hone in on those who are most interested and send daily without accosting your other subscribers. There are a few ways you can define engagement:

  • Opened an email in the past 60 days
  • Clicked an email in the past 90 days
  • Made a purchase in the past month
  • Viewed a product on your website in the past week

The important thing to remember is that, even if someone has taken one of these actions, they must also be subscribed to your newsletter list. If someone has purchased from you, they haven’t necessarily opted in to receive your newsletter — in which case repeatedly emailing them unrelated content is spamming them.

You can also segment your newsletter by interests. A common example of this would be to segment based on whether someone has historically purchased men’s or women’s products. Or, if you ask for preferences upfront (in your signup form, for instance), you can then use this information to segment your newsletter — this is similar to what Buzzfeed does.Entertain and Engage Your SubscribersWe strongly recommend segmenting your newsletter list, if only by engagement. However, a good way to maintain engagement is by providing your subscribers with entertaining content.

“Entertaining” can mean several different things. If you have a very distinctive tone for your brand and send emails that are funny, visually exceptional, or highly informative, you might be able to get away with sending to your newsletter list every day. These are broad categories that are almost universally appealing, regardless of your purchase history, location, etc.

Examples of high-engagement daily senders include Barstool Sports, TheSkimm, Buzzfeed, and Chubbies (even though they’re a men’s clothing company). They all have their own distinct, signature tone and provide unique content. Personally, I’m on all of these newsletter lists and look forward to receiving their emails, even though I’m not dead-center in their target audience. Here is a snapshot of TheSkimm’s daily newsletter:

daily_skimm__leaf_me_alone_-_marissa_petteruti_klaviyo_com_-_klaviyo_mailYou can make daily sending work for your business by focusing on the lifestyle your products promote rather than the products themselves. For example, if you sell camping gear, focus on camping “hacks” or cool photos to tap into your subscribers’ wanderlust.TL; DRWhether or not you should send every day boils down to whether or not you can provide fresh, valuable content to your subscribers day after day. This is where you need to step back, take a look at your sending habits, and be real with yourself.

At the very least, segment your newsletter list by engagement to make sure you don’t run into deliverability problems. To level up, segment your newsletter by allowing your subscribers to choose how often they hear from you and provide them with entertaining content. Keep LearningInterested in getting more tips and advice like this? Subscribe to our newsletter and get our freshest content on ecommerce marketing and more.

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