I might be in charge soon of running an email campaign that is designed to draw attendance to one event in particular. We already have a list of opt-in emails, so that's no concern. What I'd like is to get advice from veteran forum members (or industry vets who are new to the forum) about how what schedule they recommend I use to send out the emails as the event draws nearer. For example, let's say the event takes place at the end of February. Should I send a note out maybe once a month, for a couple of months, then every two weeks, then every week, then a couple in the days before? I guess it depends on what actual news I'm armed with along the way from my organization. My concern is that I don't want to over-saturate the recipients and actually generate negative feelings toward the event, while avoiding the possibility that I send so little that I didn't maximize the campaign. Any suggestions?
Although I am not an email marketing guru. I have found that perhaps the most important part of an email campaign is making sure that each email you send provides a benefit to the recipient. If you send out emails that simply announce your event and dont provide anything usefull, the recipients will begin to ignore your future emails. Also, make sure they know what to expect, if you are going to send an email once a month - tell them so they are expecting, if you switch it to once a week, tell them. People dont like to see surprises in their inbox. As far as the frequency for sending the email, what you wrote seemed pretty logical to me.