It's one of the top questions I get — here's the short answer:

The life cycle of your products and/or services will determine the content you send in a newsletter, and also when and how often you send the newsletter. Typical mailing cycles are daily, weekly, bi-weekly, monthly and quarterly. Hands down the most popular cycle for newsletters is monthly.(Here's a more detailed article about cycles.)

Many companies send regular offer flyers/alerts in between newsletters — with content based on newsletter activity. These flyers/alerts are particularly effective when the content and offers inside are unique to the subscriber, and reflect previous behaviour or interest levels (e.g. purchases, downloads, clicks, etc.).

Within a company’s mailing cycles there can often be periods where emails are sent more frequently than at other times. Examples of more frequent mailing cycles: around key selling times for the products or services, renewal dates, seasonal activities or holidays.

denise cox
Newsweaver

About the Author

Denise Cox is Lead Consultant at Newsweaver. View the full bio here.

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