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Promoting Your E-zine| Article #87 :FREQUENCY OF YOUR E-ZINE

Okay, your e-zine is done, it’s listed in the directory and you’re starting to get subscribers. You’re so excited that you can’t wait to get your messages out to them.

Hold the phone!

Sit back and take a deep breath. I know you’re excited and you want to start making some money. But the last thing you want to do is get your subscribers running for the unsubscribe link, or worse, the spam button.

Let me explain.

Even though these people have opted into your e-zine, they do have lives outside of Internet marketing. Unlike you, they don’t live and breathe every minute of the day to make a buck. And even if they did, they’ve got other things to do besides reading your e-zine. That is only going to be one part of their day.

So the question we need to ask is simple.

How often do we send our e-zine to our subscribers? Do we email daily? Do we send them a message once a week? Do we contact them only once a month? Do we tell them when they sign up how often the e-zine is going to be published? Do we tell them that there may be occasional special issues? Do we tell them anything at all about the frequency of the e-zine? Why, or why not?

Well, let’s look at what happens if you do tell your subscribers about the frequency of the e-zine.

Let’s for argument sake say that you’ve decided that you’re going to publish your e-zine on a daily basis. Everyday they are going to get a new tip or piece of news on something. What do you think the person, who thought that this was going to be a weekly or monthly e-zine is going to do? He’s going to opt out before he ever gets his first issue. This person is going to be GONE.

Conversely, what about the person who is expecting a daily e-zine? If he finds out that your e-zine is monthly, he’s going to be very upset because he was probably expecting more information on a more regular basis. He may not unsubscribe, since he wants whatever he can get, but he’s not going to be a very happy camper and probably won’t become a paying customer of yours.

But what if you don’t mention the frequency at all? Well, you’re probably going to get some people wondering if they’re going to get overrun with spam 10 times a day.

As you can see, this isn’t an easy question to answer. Well, actually it is. See, a lot of study has gone into this problem and most of the evidence points to not sending your e-zine too often, but often enough to keep your subscribers thinking about you.

Personally, I send my e-zine once a week. Some people send their e-zines twice a week, and that’s fine. But I wouldn’t send them an email any more often than that. This way, they don’t forget who you are and at the same time, they’re not overrun with emails.

E-zine frequency is a tricky subject and easy to err on the side of harassment. But if you follow the above tips, you shouldn’t have too much trouble with your subscriber base. Just make sure you include the frequency of your e-zine in your description at the e-zine directories. That way, if it’s too often or not often enough, they have the option of simply passing on it.

Better that than having somebody hit the spam button.

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