How many emails should you send?

You should be sending a minimum of two Goodwill Content emails a month and one Sales email a month to your list. Any less than 2 emails a month and your list will decay.

Some business owners feel that if they email their list more than once a month that they will annoy and cause and lose their list to unsubscribes.

If you acquired the subscriber’s email with his/her knowing consent then this fear is unfounded. However, if the individuals on your list never did actually sign up/consent to receive your emails then you SHOULD be concerned at they would unsubscribe. The way to get around this is to group these ‘non-consent’ emails into their own group. And then start creating, newly, a list which is implicitly and only subscribers who have consented.

There is another thing you should consider if you find yourself feeling insecure about emailing your list more than once a month: if you are sending your list good content then there is no need at all for you to feel the slightest bit that you are spamming them. And then the corollary: you only need to feel you are spamming your list if you are actually sending them mediocre or low-value content. Therefore, if you are curating or creating valuable content and emailing it to your list every week there is little fear.

Summary:
Only have people on your list of knowingly subscribed. If you insist on using a list where the consent was ‘implied’ or ‘assumed’, then you should compartment this list into its own separate database.