Although taken from a small sample, the results of my recent poll are as I expected – half of the people said that they want to receive news and info from a company that they gave their email address to about once a month. This is how frequently we send out our e-newsletter. Occasionally we send out a special blast about a particular book or a time-sensitive offer, but we usually stick to the once a month model.
I understand the benefits of increasing contact with our customers though. Soon we are going to use a new program to send out our emailed newsletters. Using this program we will easily be able to track how many people clicked on which links in our newsletter to see what people are the most interested in reading. We plan to send out more tailored emails to customers based on their book preferences using this information.