Consistency beats volume. One email a month, every month, does more than four in a burst and then silence. Here's a simple way to plan.
Pick a rhythm you can keep
For most small businesses that's once or twice a month. Choose a day ("the first Tuesday") and stick to it; people start to expect you.
Mix three kinds of email
- Useful: tips, how-tos, answers to common questions. These earn attention.
- News: new products, opening hours, events. These keep people up to date.
- Offers: discounts, early access. These sell, and work better when the other two came first.
Fill a simple calendar
- Write down the dates that matter to your customers this month: holidays, seasons, paydays, your own launches.
- Give each planned email one main message and one button.
- Draft them a week ahead and schedule them, so a busy week doesn't skip one.
Send to the right people
Not every email needs to go to everyone. A workshop announcement might only interest people who came to the last one. Groups and tags let you send to just the people it's for, which keeps unsubscribes low.
Review once a month
Look at clicks and unsubscribes per email. Do more of what people clicked; rethink anything that drew unsubscribes.