“Is your message important? How important? Is it important enough that if you interrupt your readers in the middle of something else important, they will be glad? Time is a valuable resource and your audience would much prefer you email them only when something important comes up. Sending unnecessary emails will relegate all your emails to the spam folder.”
Maybe you like keeping a schedule—send a weekly newsletter every Tuesday morning—but you’ve run out of time and you don’t have any special promotions to offer your audience. What do you do? Skip the newsletter. If you don’t have anything worth saying, don’t email your audience out of principle or for the sake of keeping a schedule.
