This is one of hundreds of videos where I answer the most commonly asked questions that small business owners have about their website. One aspect of a website that I highly recommend you to have is a newsletter attached to your website. What this means is if somebody comes and is interested in what you’re talking about, you should have an area where people can put an email in there and start hearing from you because email marketing is much, much more powerful than any social media marketing you can ever try and do because they’re inviting you into their inbox.

This is different than inviting you into their social media stream. If they invite you into their email inbox, you’ve got somebody who’s very interested and most likely will become a client in the future.

Now the question is, “Can I email people too much through my newsletter?”

The question of whether you can email people too much through your newsletter is a common concern for many businesses and content creators. Many people settle into the rhythm of sending out a weekly or monthly newsletter, featuring basic posts, tips, or tricks relevant to their audience. But this leads us to a deeper question: Can you really engage with your audience too much? The answer is, not if you’re providing them with valuable content.

In the same way, you wouldn’t get tired of seeing your family because they offer value, support, and connection to your life. Your subscribers won’t get tired of hearing from you if what you’re sending is genuinely beneficial to them.

In the world of newsletters, the issue is not about the frequency of emails but the value they provide. If people are unsubscribing from your emails because you’re sending them too often, it’s usually a sign that the content doesn’t resonate with them.

They may feel inundated with irrelevant information, or worse, they may see the emails as spam. But if your content is relevant, helpful, and engaging, your audience will look forward to receiving it, no matter how frequently you send it. The key is to offer great value in every communication.

Understanding Your Audience

One of the first steps in making sure you’re sending content that people actually want is understanding your audience better. If you’re uncertain about what type of content they find valuable, there’s a simple solution: Ask them. Sending out a survey to your newsletter subscribers is a great way to gather feedback. You can include questions about what type of content they prefer, the frequency of newsletters they’d like to receive, and any specific topics they want more information on.

This approach has two major benefits. First, it helps you tailor your content to meet the exact needs of your audience, ensuring that what you send out is not just filler but valuable, actionable information that they can use. Second, it shows your audience that you care about their opinions and preferences. This builds trust and reinforces the relationship between you and your subscribers. After all, people are more likely to engage with content if they feel like they’ve had a hand in shaping it.

Creating Content that Delivers Value

Once you understand what your audience wants, the next step is to deliver that content in a way that feels personal and tailored to their needs. Your newsletter should go beyond simply promoting your products or services. Instead, focus on delivering content that solves problems, answers common questions, or provides insights that your audience can’t easily find elsewhere.

For example, if your subscribers are small business owners, you could send them content that offers practical advice on scaling their businesses, managing finances, or navigating common industry challenges.

If they’re more interested in personal development, you could provide tips on time management, productivity hacks, or wellness strategies. The point is to create content that’s not only useful but also tailored to the specific concerns and interests of your audience.

You can also mix things up to keep your content fresh and engaging. Instead of just sending long-form articles or blog posts, consider including other types of content such as videos, infographics, or even interactive elements like quizzes or polls. This variety will help keep your audience engaged and prevent your newsletters from feeling repetitive or boring.

Frequency and Consistency

Once you’ve established what your audience wants and created valuable content, the next consideration is how often to send your newsletters. Some marketers worry about bombarding their audience with too many emails, but as long as you’re providing value, your subscribers won’t mind. In fact, consistency is key.

If you’re sending a weekly newsletter, stick to that schedule. If you promise monthly updates, deliver them on time. Being consistent helps build trust with your audience and keeps them engaged over the long term.

However, this doesn’t mean that more is always better. Quality should always take precedence over quantity. If you don’t have anything new or valuable to share, it’s better to skip an email than to send something that feels forced or irrelevant. That said, if you have valuable content to share more frequently, feel free to send more emails. Again, as long as the content is valuable and relevant, your audience will appreciate hearing from you more often.

Building a Community

One of the most important aspects of running a successful newsletter is the sense of community it creates. Just as you value the presence of your family in your life, your audience will value the connection they have with you if they feel that you’re speaking directly to their needs and concerns. By consistently delivering valuable content, you’re not just sending out information; you’re building relationships. This creates a community of loyal subscribers who look forward to hearing from you and are more likely to engage with your content and support your business.

So, can you email people too much? Not if you’re offering content that they genuinely find useful. The secret to a successful newsletter is not in how often you send it, but in how much value you provide with each message. Keep your audience in mind, tailor your content to their needs, and don’t be afraid to engage with them regularly—as long as you’re delivering something they want, they’ll keep coming back for more.

And If you haven’t yet started a newsletter for your business, now is the time. with wpXPRESS.