You never want to over communicate with your customers. If you do, your customer will have three options – ignore your email, unsubscribe or report you as a spammer. None of those can be considered a good thing.
But how do you know how often to send an email? There is no hard and fast rule, but the best advice we can offer is that before you hit the send button ask yourself if the recipient will find the email relevant and timely to his or her needs. Obviously, one person’s relevant may be another person’s worthless, so use common sense and err on the side of under communicating when in doubt.
With regard to what to communicate – the list is vast and will be driven by what your consumers are seeking. Do you customers like to hear about sales? New product announcements? Specials? You may also find they are interested in important general announcements. For example, you may want to let them know of your expanded or limited store hours during a holiday season.
Optyn can help you create an email for any situation. The attached video describes how to create a general announcement and shows just how easy it is.
As you gain more experience sending emails and monitoring results, you’ll gain better insights into what your customers want and how frequently you should be communication.