The array of digital marketing options, strategies, and tools available to holiday resort businesses is extensive, and it is little wonder that many owners of these holiday resorts scratch their heads wondering which one they should focus on. If you were to ask Peter Brittain, and any other digital marketing expert in unison they would say that email marketing is the one online marketing strategy that remains effective for all business types, provided it is used correctly.

The key phrase in that last sentence is ‘used correctly’ because the sad fact is that so many business owners and marketers use email in ways that are nowhere close to being correct. This is partly due to the double-edged sword of an email being so easy to send. It is a great way to market to many people, however, its ease of use also means email is abused, either deliberately, or unwittingly. Whichever it is, it is wrong.

If we leave those who purposely send spam for now, and instead focus on one of the biggest mistakes made by those who are not necessarily trying to abuse the use of email, but simply do not know how to use it properly, we come to how often you should send email to your subscribers. This is a question that has vexed business owners and marketers for many a year, and the simple truth is there is no magical answer that will apply to every business.

Further to that point, not only is there no absolute answer for each business, even within that business, the frequency with which it sends an email to its subscribers can change based upon the purpose of the email or the series of emails it is sending. This can change depending on whether you are sending a promotional offer, an update, or providing important news about your holiday resort. However, the title of this article did promise to give you some options so here they are.

Monthly: Sending a monthly email most commonly tends to involve companies sending a monthly newsletter with lots of updates and information. Whilst it might be ok for a holiday resort, the concern would be that if you start a promotion in week 2, it could be another 14 days before any of your email subscribers know about it.

Weekly: This is a very popular option as it means there is not a huge time gap between emails, but also there is not the sense that you are overloading subscribers with too many emails. Ideally you want to email on the same day each week.

Bi-Weekly: Emailing twice a week givers you plenty of opportunities to keep your subscribers right up to date with your offers and promotions, plus it means that they are regularly hearing from you, which helps build trust and brand awareness.

Daily: Often cited by some of the top marketers as the best option, a daily email might feel to some business owners as too often. However, if your emails are a mix of excellent information and advice, along with offers that provide superb value for money, a daily email can be effective for any business.

Randomly: Not sticking to any fixed frequency, but instead emailing only when you have something important or useful to communicate can work very well as long as you do not leave too big a time gap between emails. Lots of businesses find this strategy works best for them as it keeps subscribers anticipating when the next email will arrive in their inbox.