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Sounds like good timelines for each. The fatigue is real, and I end up unsubscribing when I get too many of them clogging up my inbox. Plus, something to say about content, if it isn’t valuable, I won’t keep it for long either.
Subject Expert
Excellent insight. Thank you!
In my view, content matters more than frequency.
As a customer, I get emails from Old Navy almost daily. I don’t open them all, but there’s no way I’m unsubscribing. I buy a lot there, especially for my daughter, so I’m happy to see them in my inbox. Just yesterday, though, I did a massive unsubscribe from other clothing brands. It didn’t matter that they emailed less; it mattered that I didn’t want what they were offering anymore.
As a business owner, I’ve ditched the newsletter completely. My business is mostly referral- and relationship-based, and after reading Referral of a Lifetime (a bit dated in examples, but the ideas are solid), I’m setting up my email backend to send a welcome sequence to new "subscribers" (people that I connect with online or in-person) and then personalized check-ins—monthly for some people, quarterly for others based on the relationship. That feels much more natural for me.
So you might not need a newsletter at all. It’s about what works for you, your business, and your life.
Subject Expert
That sounds similar to where I feel I’ve landed (although much less intentionally). I’d love to hear more on that backend sequence!