How often Should You Send Out a Newsletter

How often should you send out a newsletter? As a local business or website owner the first thing you need to understand is that a newsletter sent to frequently will turn your customers away. I very well understand that you don’t want your customers to forget you but you must approach direct marketing carefully. The question of how often should you send out a newsletter, can’t necessarily be pinpointed with a number value. People are still people and if you want them to pull out their credit card, you have to know the best time to send out your newsletter.

One of the first things you should understand is, no matter how valuable you think the information is in your newsletter, the customer always has a different opinion than you do. People receive direct mail marketing all day, every day from email marketing services and direct mail services, so the timing when you send a newsletter is critical. With that said, if you are a local business owner and you want your newsletter to stand out, you should not send your newsletters out on bulk sales paper days. You know, the days when your mail person crams a pile of sales papers in your mailbox.

Sending any direct mail on these days will be hit and miss, mostly miss because your customers become overwhelmed by so much opportunity. Your information may be valuable but when presented with a need versus a want, people to often choose what they want.

Example: In your newsletter, you state that you are offering 50% off particular services. In the bulk mail papers I received today, there is a TV that is on sale that I know that I need because mine has been acting up. This type of situation makes people weigh one offer against the other. Regardless to the need for both products, people often choose what can satisfy them right now.

You can avoid going unnoticed by sending your direct mail newsletter on off days. Speak with a postal worker in your area and ask them what days those papers are mailed. You may also want to ask what days are the lightest.

How often should you send out a newsletter if your customers live in different cities? If you have customers that live in different cities and you want to send all of your newsletters at one time, don’t send them at the end of the month. Everyone even you and me has to pay bills at the end of the month. Many people get upset at the thought of paying a bill no matter how much money they have. Therefore, during this time, sending a newsletter with any reference to spending money is not a wise choice to make.

Instead, you should wait and send your direct mail at the beginning of the 2nd week of the month. By this time, all other bills will have been paid and your newsletter will be welcomed. Some may argue this time span but if you put yourself in your customer’s shoes, you’ll see that this is common sense and doesn’t have to be gorilla marketing.

Tips: If you are new to direct mail marketing, I suggest that you speak with someone at your local post office to see what the bulk mail rate is, if you’re going to send out your newsletter yourself. Additionally, you can also have the same direct marketing service that sends those sales papers to your house, mail out your newsletters. You do not have to be bundled with everyone else. Direct mail services can send your newsletters separately and on the day that you choose.