How frequently to email: a story-based answer

Or why some business owners shouldn’t send emails daily

Image by Yannick Mika on Unsplash.

If you market online, you inevitably face the question, “How often should I send emails?”

I’m not an email expert. But I’m surprised at how often successful business owners unconsciously fit into the story archetype framework. For an explanation (as well as a quiz to find your own archetype), click here.

Over the years I’ve picked up one general principle. The one-size-fits-all approach makes no sense.

I know successful business owners who email every single day, 7 days a week. They even send out an occasional “bonus” as an extra.

I know equally successful business owners who send long emails weekly, twice a month, or even monthly. Still others send emails only when they have something to announce.

Why do we see diverse patterns among business owners?

It has to do with their Story Archetypes, which in turn shapes the expectation of their audiences.

Role Models typically send emails frequently. They’re the ones who will tell you, “I’ve sent daily emails for the last five years and haven’t missed a day.”

Role Models base their brand on the promise, “I’m just like you. If I can do it, you can do it.” They share…