If your goal is to update a set of people as to general happenings in a particular field or organization, a monthly eNewsletter might work well. On the other hand, many advocacy groups aim to email their full list once every week or two. These “action alerts” are most effective when they offer a credible opportunity to make an impact on an issue that members (1) care about personally and (2) are hearing about in the media. Usually the most effective format here is brief and personal, with a single ask.

What about even more frequently? While most organizations don’t have enough content to justify ongoing daily emails, a short burst of emails daily, or even multiple emails a day – lets say, to your volunteers for the week before the election, or the organizers in the middle of a strike – can work well. If you (or your issue) are at the center of round the clock CNN coverage, you get a free pass for email frequency.

In each case, put yourself in the shoes of your subscribers and ask “Do I want this email? Would I forward it to a friend if I didn’t work for this organization?” If the answer is “no”, don’t send it, or alter your format or content. After your email blasts pass that basic test, you’ll want to watch your email stats. If increasing your frequency causes your unsubscribe rates to go up without a corresponding increase in new joins, or in the overall number of actions taken, then decrease your frequency until you hit your list’s sweet spot.

-Rosalyn Lemieux, Fission Strategy