how to

How often should your business send emails?

Your perfect consumer is out there, and they might just be on your email list. How often should you send them emails?

There are few better ways than a friendly email in the inbox to stay on top of mind to your audience. And according to the Consumer Email Tracker 2017, people open over HALF of the emails they receive. It can be difficult to figure- am I overwhelming my audience with emails, or do I not reach out quite enough? 

A few initial questions to ask yourself:
- Is your product/service seasonal? If so, what's the prime time?
- What specific holidays or dates are important to your industry?
- Does your business unveil new products throughout the year? If so, how many?

Count up the important dates, holidays and product launches in the questions above. This is the amount of no brainer, ideal minimum number of emails your business should send out in a year. 

The    DMA's National Email Client    reports a trend of companies sending less emails per month to focusing on the strategy and relevancy of content for users.

The DMA's National Email Client reports a trend of companies sending less emails per month to focusing on the strategy and relevancy of content for users.

Email numbers by category:

Seasonal products - send out one email a week during prime time with tips/content to share. During offseason don't be afraid to NOT reach out

Promotional Emails - once a month is a great amount of time if you are ONLY serving promotional emails

Newsletters - quarterly newsletters are a fantastic way to recap the season and share the most important bits with your audience. Newsletters are most successful in a tight-knit community with passionate followers

New product launch - Here's where the consumer can get excited. Don't be afraid to send out 3 emails during/before a launch.


The multiple variables will guide your ideal number of emails for your business and audience. Is your email helpful or does it include exciting content? Send it out.


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How to Tell Your Business' Story with Images

Every business, every product, every service has a story to tell. It can be written in words but also told with images. The guide below is the secret sauce to creating and sourcing your image gallery.


A few initial questions to ask yourself:
- Who is your target audience? (You'll want to make sure lifestyle images include these people)
- What emotions do you want your business to be associated with?
- What setting/location is your product or service associated with?

4 Image Categories for Curation

Detail images

Detail images



Product images

Product images

Wide angle images

Wide angle images

Example Image Story: Bike Manufacturer 

The company represented in the grid created is a bike manufacturer. Their values and brand are based on spending exhilarating time outdoors with friends.

Company insight:
- The target audience is 10 to 25 years old
- Emotions related to the product include adrenalin and simple fun
- The product is primarily sold in the pacific northwest for both off road and in city


Combining the Images

Once the images are selected, the grid is laid out based on color, image type, and subject matter. Placing two very busy or red toned images beside each-other will create disinterest.

Notice the following in the grid above:
- Primarily green images are not placed next to each-other but separated with red or white.
- The target audience is featured both with and without the product
- Images that correspond with the ideals or love of the company are featured, though they are not directly related to the product - dogs (dog loving company culture), grass (the product is common found in grass and the culture is outdoor centric) 
- Only two true product shots are featured yet there is no doubt that the story revolves around bikes
- The overall feeling of the grid is outdoors, innocence, summer, fun with friends


Sharing the Story

Your curated images can be used as a social post schedule, gallery page on your website, or a general media library. The continuous use of your curated gallery will instill a brand tone and story. A majority of your audience may not see the images the first time you post it, and possibly not the second- so share away and don't be afraid to recycle.


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