Content and cadence.
WHAT WORKS
Genuinely useful information related to what you do New products or services Occasional offers Answers to questions customers ask Practical guidance in your field
WHAT DOES NOT
Company news nobody asked about Sending because it is the first of the month and you have nothing Purely promotional messages every time
THE BALANCE
Mostly useful, occasionally promotional. A list that only ever receives offers stops opening.
FREQUENCY
Monthly suits most small businesses. Enough to be remembered, not enough to be unsubscribed from.
Weekly if you genuinely have weekly content. Not otherwise.
CONSISTENCY MATTERS MORE THAN FREQUENCY
Monthly, sustained for two years, outperforms weekly for two months and then silence.
An irregular sender is forgotten between messages, and each send gets a poorer response.
WHAT TO DO WHEN YOU HAVE NOTHING
Skip it. A month missed is better than a message nobody wanted.
But if you skip three, examine whether the whole thing is worth continuing.
