There is a very common saying “time is money”. This statement, while very simple at the face of it is actually a very deep statement. Time is a function of money and can be used in the growth of your business or in its death. When it comes to newsletters and the frequency with which you should churn them out, the one question that you need to answer carefully is how much do you value time?
Notice I did not ask how much you value your time, instead, I seek to find out how much you value time. The reason I ask this question is because newsletters provide periodic information updates regarding your product, service or the industry in general to your clients. The newsletter being such an important source of information has to always be provided to your clients on time. If you decide to set your time in such a way that on the 1st of every month your client’s receive the newsletter, then ensure that every month on the 1st and preferably at the same time, your clients do receive the newsletter.
How much is too much?
Bombarding your clients with information can often have a negative effect on your business. Having too much information at once often creates a situation in which the clients would ignore the whole material and opt for shorter reviews from those who may have taken time to read, understand and write about .the same information you are spinning. This is why it is advisable to send out a printed copy of the newsletter on a monthly basis and an email copy of your newsletter at least weekly basis. This frequency allows you and your base of clients to keep in touch receiving feedback and sending out new information that will not only help improve their services and product usage but also create a rapport with your clients. Having regular newsletters going out to your clients is one way on increasing your client pool as you seek to provide more information. The way in which you treat this seemingly minute task often goes a long way in determining the seriousness with which your own clients will take you.
If you are sticking strictly to newsletters in your communications, then a weekly email engagement is considered to be adequate. It is expected that within that week, your team will have gathered as much information as possible to put in your newsletter; new information that can then be digested by the client. In this way, you not only maintain relevance but also create a following that can increase your income as a business. By letting your clients know more about your products and why you are the better option, you get to build your brand and station in the industry within which you operate.
One thing that you should note is that the frequency with which you release your newsletters may vary based on the needs of your business and the market situation.