The Pros and Cons of Scheduling Newsletters

Here we take a look at not just the benefits, but also the drawbacks of scheduling and sending newsletters to your subscribers. What timeline suits your business?

Many blogs and online articles focus on the positives of scheduling your newsletters. While indeed there are a lot of pros to this, we also want to relay the cons so that you may not blindsided by some of the negative aspects that may crop up. Below, we lay out three of the most common timelines for sending newsletters and the repercussions that these can have.

Weekly Newsletters
Pro: The pros of sending a weekly newsletter is that your subscribers get a near constant stream of up-to-date information from your company. This can include news on new products and services that you are offering and also information on sales and promotions that you are running.
Con: One newsletter a week may not seem annoying in theory, but for a subscriber that does not need your products/services regularly, this may cause them to unsubscribe. There is also quite a lot of ground work involved in creating one new newsletter a week as they should contain new and up-to-date content each time.

Bi-Weekly Newsletters
Pro: Newsletters sent out once every two weeks establish a nice pace. On the one hand you are not drowning or annoying your subscribers by sending them correspondence every week and on the other hand, you have allowed enough time to pass to have more sufficient content to use within the newsletters themselves.
Con: This con could also apply to weekly newsletters to and it comes from a spam aspect. An e-mail coming from the same e-mail address every week or two weeks containing promotional material is understandably viewed as spam and can end up in the recipients’ spam/junk folders. Learn how to combat this by clicking here.

Monthly Newsletters
Pro: If a newsletter is only sent once a month, it means that you have a whole month’s worth of content, news and updates to fill your newsletters with. This can result in a (depending on your particular style) a very thorough and interesting newsletter with much for your subscribers to engage and interact with.
Con: Sending a newsletter only once a month can mean that you are targeting subscribers who have disengaged with your brand and business as they are only being contacted every thirty days. In tandem with this, subscribers are more likely to gloss over your newsletter as they are unfamiliar with it and therefore have very little connection with it.

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