No one wants to be bombarded by emails from the same company all week long or even a few times a week. It leaves a very negative impression.
I learned that when I worked for an email newsletter provider that was a precursor to MailChimp and Constant Contact, which are the email engines that blast out newsletters for millions of businesses. I managed multiple groups including software development, product management, data center operations, client services, and email deliverability.
Our clients paid us to assemble newsletters for them, get them past spam filters, and into the inboxes of their email subscribers. But our success was determined by how many recipients opened the email, what they read, and the offers in the newsletter which they purchased.
What we found across 10’s of thousands of customers is that you’ll get the best business results if you send out a newsletter once a week on a regular schedule. If you do that, recipients will remain subscribers, they’ll look forward to getting your newsletter, and they’ll act on its contents. Over-communicate and they’ll unsubscribe and cut you off.
I’m writing about this because I, and I suspect you, have spent the past 6 weeks being bombarded by near daily emails from outdoor retailers, gear manufacturers, and the outdoor media. It’s been relentless and left me with a very negative impression about some companies.
But regular SectionHiker newsletter subscribers know that I only send out one newsletter each week. That’s how I’ve rolled since I started sending out a weekly newsletter 10 years ago. The contents of that email include hyperlinks to the articles (usually 5-6) I published on the website during the preceeding week.
You have to understand my perspective. I like having regular readers because I enjoy the comments they leave on the website, they teach me things I didn’t know, and the relationships I form with them.
So if you want a hiking and backpacking newsletter you can look forward to each week, subscribe to the weekly SectionHiker newsletter.
I thought I’d get that off my chest.
