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Should you send an email to your subscriber base every time you make a change to your website?
When releasing new features to your company website, should you send an email to your subscriber base detailing those changes after every release? Or is it better to wait until you've released all the features and send one email describing all the new changes? Why?
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3 Answers
All website changes are not created equally!
There is such a thing as communicating too much. My general opinion is that I appreciate communication that adds value, and it's unlikely that every website change falls into the category of things that need to be communicated to the subscribers. Changes that don't change the way subscribers interact with your site can be grouped together in a consolidated email.
Changes that are "obvious" (new branding, re-engineering of navigation, etc.) or require the users to interact in a different way should be communicated coincident with the change.
If you're planning to make a lot of changes over a period of time, but all of them are not related to user experience, then a good measure can be to send an email to your subscriber base pre-announcing that changes will be happening. This can help to alleviate any frustration without bombarding users with emails regarding each change.
Dana has mentioned the key consideration: VALUE.
All communication programs should add value. When you develop your contact strategy for your email nurturing and retention programs, the topics need to deliver value to the specific audience(s).
Your customers' time is valuable. Don't waste it by sending out useless communications. Program into your contact strategy useful, valuable topics to ensure that your customers continue to look forward to hearing from you.
NO!
The key to email marketing is relevance. Ask yourself, "How relevant is this to ALL my subscribers?" and "Is this relevant to a subset or segment of my subscribers?"
Also, did your email database sign up for "website updates"?
Hopefully the point of your email marketing program is not only about letting people know that you have changed your website. If you are sending regularly-scheduled emails - and you should be - you can easily add information about website updates as part of the overall content. If it is a frequent occurrence why not add a content area dedicated to "Website Updates". Link snippets of content to a landing page and track how many people - and who - are accessing this. Checking out your email and website reports you will quickly learn if this is a good idea and who is interested.
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