Let’s say you send out a newsletter once a month and you get ‘x’ sales.
Let’s say you send out the newsletter twice a month, and you get ‘x+y’ sales.
Then let’s say you send it out, four times a month, and you get ‘x+y+z’ sales.
Should you then send it out twice a week?
Or once a day?

The answer depends on consumption, not on your newsletter
And that means, that your customer has to actually read your newsletter.
If you send it out with reasonable frequency, the customer will actually read it.

Well, sometimes they’ll miss out on the reading due to pressures of time, but here’s what you don’t want your customer to do.
You don’t want them to get into the habit of deleting your newsletter.

So why would a customer delete your newsletter?
All of us have busy weeks, and not-so-busy weeks.

So if we are busy for about a month, and you send your newsletter every week, I have four newsletters to delete (or put away). If on the other hand you’re sending me newsletters every day, then you have thirty or more newsletters that you’ve not read. And it’s more than likely that you’ve been deleting (or putting away) every single one of those thirty newsletters.

What you’ve done is created a habit
The moment you get into the habit of not-reading, or deleting, that habit perpetuates itself. Eventually you’ll stop reading completely, and you’ll simply unsubscribe. You, I and all of us unsubscribe because of too much to consume. And too much consumption gives us indigestion of the brain.

And you see this indigestion in real life
If you go to a buffet, you eat, eat and eat.
Then you don’t go back to that buffet for months in a row.

Yet, if you order a meal from a take-away place, you tend to order it twice or even three times a month.

A buffet should give you more value, but it gives you less.
And a newsletter a day should give you more value, but it gives you less.

Which is why you’d want to:
1) Test which frequency works best for your conversion rate and sales.
2) Make sure you’re not the source of indigestion.

Because too much of a good thing, is too much