Last time we looked at email frequency and identified that the frequency of sending newsletters is dependent upon your business AND your customers. This is why we spend time with our clients to determine who their customers are and then identifying what their needs are. If we recognise our customer's different needs then we need to take this into account when determining our newsletter lists.
Your email marketing software should allow you to segment your list so you have the flexibility to select who gets what email. Often you will have one database with all your customers and the system will allow you to tag or put customers into different lists. This way you can create content for a specific type of customer and then determine which list gets the email. You should be able to add several lists to the delivery and even add one list less another. Why would you do that?
Let's say you have a general mailing list with 200 names some of whom have purchased from you - you want to offer those who have made a purchase a discount on their next purchase. You would add those to a new list called customers (preferably done automatically when they made the purchase) giving you a general list with 200 names and a customer list with say 75 names (these 75 are also in your general list). You can email your offer to them as they are in their own list so no problem. Let's say you now want to send a specific email to those on your list who haven't purchased anything yet. You'd either have to manually add the 125 to a new list or, if your email marketing software allows, you send it to your general list of 200 minus the customer list.
This list segmentation allows you to send more focused emails to your customers/potential customers rather than just a general email to everyone.
We hope this short series has been helpful in explaining more about email marketing.