Tick, tock, tick

So, you’re sending your email every week, right? Or, no, maybe that’s every two weeks.

Yeah, that sounds better. Didn’t you read somewhere that that’s the cadence readers like the most? Or was that three times per month?

And of course you’re sending it on Tuesday, (or was it Thursday?) by 8am. That’s 8am for the people in your time zone. Or should you send it earlier (or later) so the people on the other coast will get it in time to read it before lunch?

Or?

😫😫😫😫😫

First, take a breath. In, hold, hold, hold. And out. It’s going to be okay. 😌

Here’s how often you should send your newsletter: as often as you can comfortably manage it. Probably not to exceed once per week, unless you’ve got a solid strategy and an audience who can handle it.

Here’s when to send it: On a day and at a time that makes sense, given your other commitments.

Are there ‘better’ days and times to send? Sure. If you’re writing primarily to businesses, Sunday afternoon probably isn’t a great time. Unless your audience is priests and pastors, I guess? 🙏🏻🙏🏻

You can Google “when should I send my newsletter” and find actual studies commissioned by actual email marketing platforms. And mostly they’ll tell you that midweek is a good time to send.

Some in the know now recommend sending midafternoon rather than early morning.

But.

The main thing is that you get this thing written and sent. Ideally you’d do it on the same day every week, though honestly that’s more for you than for your audience.

Because unless you are spouting the most glorious truth with the most fabulous panache and serving it up dusted with gold, your readers are unlikely to remember what day you publish. 👑🔱⚱️

And if you can see your way to getting a good email sent every other week, but think you’d struggle sending one Every. Single. Week? Then publish every other week.

It’s easy to get bogged down by what passes for common wisdom. Set yourself a schedule and see if you can stick to it. If you can’t, figure out what’s stopping you. Then send me an email and ask for help! 📧

Writing the email is important. Sending the email is important. Everything else can fall into place once you’ve got those two things down.