Hero - Email Frequency - Campaign Strategy
12/08/2024

Email Marketing Frequency Best Practices for Email Marketers

You know that feeling when your phone buzzes, and you see yet another email notification pop up? Sometimes it’s exciting, like when it’s a message you’ve been waiting for. But other times, it’s just plain overwhelming, especially when your inbox is already bursting at the seams. We’ve all been there, right?

Now, imagine if you were on the other side—the email marketer who is sending out those emails. How often should you hit “send” to keep your audience interested without driving them to unsubscribe? That’s where understanding email marketing frequency comes in.

Whether you’re a small business owner trying to keep in touch with customers or a marketer crafting the perfect campaign, finding that sweet spot is essential. Let’s dive into what email marketing frequency is all about and why it matters so much.

Table of Contents

What Is Email Marketing Frequency?

Email marketing frequency refers to how often you send emails to your subscribers. It’s not just about the number of emails you send in a week or month, but also how consistently you’re in your audience’s inbox. This frequency can vary depending on the type of business, the goals of the campaign, and the preferences of the subscribers.

Some brands might send daily updates, while others stick to a weekly or monthly schedule. The right frequency depends on balancing staying top-of-mind with your audience without overwhelming them.

Why Is Email Cadence So Important?

A well-planned email cadence builds trust, keeps your audience engaged, and boosts the chances of your emails being opened and acted upon. Here’s why it’s crucial to get it right:

1. Maintaining Customer Engagement

Regular emails help keep your brand in the minds of your customers. If you’re sending the right content at the right time, your audience is more likely to stay engaged. They’ll look forward to your emails, opening them with interest rather than dread.

For example, a clothing brand might send a weekly email showcasing new arrivals or seasonal picks. This keeps customers excited about the latest trends and more likely to click through to browse or shop. If the emails are too infrequent, customers might forget about the brand altogether, but if they come too often, the novelty wears off.

2. Minimising Unsubscribe Rates

People unsubscribe from email lists for many reasons, but one of the biggest culprits is being bombarded with too many emails. When your audience feels like you’re overwhelming their inbox, they’re likely to hit that unsubscribe button without hesitation.

On the flip side, sending emails too infrequently can also lead to unsubscribes. If you’re not consistently showing up, subscribers might not recognise your brand or might assume your emails are spam when they do arrive. It’s a delicate balance—enough emails to stay relevant, but not so many that you’re annoying.

Graphic - Why Subscribers Flag Emails As Spam
Source: fluentCRM

Factors Influencing Email Frequency

So, what factors play into determining the right email frequency? Let’s take a closer look.

1. Audience Preferences

Think about your own inbox habits for a second. Some emails you might open right away, while others you barely glance at before hitting delete. That’s why knowing your audience’s preferences is essential. Every group of subscribers is different, and what works for one audience might not work for another.

To get a sense of what your audience wants, start by testing different frequencies. You can send more emails to one segment of your list and fewer to another, then compare the results. Are open rates higher with more frequent emails, or do they drop? Are people unsubscribing more when you send emails every day?

Another great way to understand your audience’s tolerance is by simply asking them. Surveys and feedback forms can give you direct insights into how often your subscribers want to hear from you. It’s a bit like asking a friend how often they want to hang out—everyone has their own comfort level, and respecting that can make a big difference in your relationship.

2. Industry Standards

The right email frequency can also depend on the industry you’re in. Different industries have different expectations when it comes to how often they communicate with their audience.

For example, if you’re in e-commerce, sending emails more frequently might be the norm. Customers might expect to hear from you about new products, special promotions, or flash sales. In this case, a daily or even twice-weekly email might be totally acceptable, especially if your content is fresh and exciting.

On the other hand, in the B2B (business-to-business) world, the approach might be a bit more reserved. Your audience may prefer fewer, more in-depth emails that offer valuable insights or industry updates. Here, a weekly or bi-weekly email might be more appropriate, as your content likely requires more thought and analysis.

3. Content Quality and Relevance

Let’s face it: no one wants to receive an email just for the sake of receiving an email. The quality and relevance of your content play a huge role in how often you should be hitting the send button. If your emails consistently offer something valuable—whether it’s useful tips, exclusive offers, or engaging stories—your audience will be more receptive to hearing from you regularly.

High-value content can justify a higher frequency because your subscribers will see each email as a benefit, not a burden. However, if you’re struggling to come up with fresh, relevant content, it’s better to scale back. Sending fewer, high-quality emails is always better than bombarding your audience with messages that don’t offer much value.

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Email Frequency Best Practices

Here are some practical steps and tips to help you discover the email frequency that works best for your brand and your subscribers.

1. Start with General Guidelines

If you’re unsure where to begin, start with some general guidelines that work well for many businesses. Here’s a basic framework to consider:

  • Once a Week: This is a solid starting point for most brands. It’s frequent enough to keep your audience engaged without overwhelming them. Weekly emails work well for newsletters, updates, or promotions.
  • Twice a Month: If you don’t have enough content to justify a weekly email, or if your audience seems to prefer less frequent communication, twice a month might be a good fit. This allows you to send high-quality, relevant emails without overloading your subscribers.
  • Once a Month: Monthly emails are a good choice if your content is more detailed or if your audience prefers less frequent updates. This approach works well for in-depth newsletters, special offers, or major updates.

These are just starting points. The key is to begin somewhere and then adjust based on how your audience responds.

2. Know Your Audience

Understanding your audience is crucial when deciding how often to send emails. Different groups may have different expectations, and what works for one brand might not work for another. To get a better sense of what your audience wants, consider these strategies:

  • Analyse Past Behaviour: Look at your past email campaigns. Which ones had the highest open rates and click-through rates? Was there a particular frequency that seemed to resonate better with your audience?
  • Ask for Feedback: Sometimes, the simplest way to find out what your audience wants is to ask them. Consider sending a survey asking how often they’d like to hear from you. Or include a preference centre in your emails where subscribers can choose their desired frequency.
  • Segment Your List: Different segments of your audience may prefer different frequencies. For example, new subscribers might want more frequent emails as they get to know your brand, while long-time subscribers might prefer fewer updates. Segmenting your list allows you to tailor your frequency to each group’s preferences.

3. Test, Test, Test

One of the best ways to find the right email frequency for your email marketing platform is through A/B testing. This involves sending emails at different frequencies to different segments of your audience and then comparing the results. Here’s how to get started:

  • Create Two or More Segments: Divide your email list into two or more segments. For example, you might send weekly emails to one group and bi-weekly emails to another.
  • Monitor Engagement Metrics: Pay close attention to metrics like open rates, click-through rates, and unsubscribe rates. Are people more engaged with the more frequent emails, or do they respond better to fewer emails?
  • Adjust Accordingly: Based on your results, adjust your frequency to what works best. Don’t be afraid to keep experimenting until you find the sweet spot.

4. Be Flexible

Your ideal email frequency might not be static. What works during a busy season like the holidays might not work during quieter times of the year. That’s why it’s important to remain flexible and adjust your frequency as needed. Here are a few scenarios to consider:

  • During Promotions: If you’re running a special promotion or launching a new product, it might make sense to increase your email frequency. Your audience will likely appreciate more frequent updates during these periods.
  • After High-Frequency Campaigns: Once a high-frequency campaign is over, consider scaling back to give your subscribers a breather. This helps prevent email fatigue and keeps your audience engaged in the long term.
  • During Quieter Periods: If there’s not much going on, it’s okay to reduce your email frequency. Focus on sending high-quality, valuable content rather than sticking to a rigid schedule.

5. Focus on Quality Over Quantity

No matter how often you send emails, the most important thing is that each email provides value to your audience. If your content is relevant, interesting, and useful, your subscribers will be more likely to engage with your emails, even if you send them frequently.

On the flip side, sending emails just for the sake of hitting a certain frequency can backfire. If your content starts to feel repetitive or irrelevant, your audience might start tuning out—or worse, unsubscribing. Always prioritise quality over quantity.

High-Frequency vs. Low-Frequency Strategies

Let’s take a look at some real-world examples to see how different companies approach email frequency and the results they’ve seen.

High-Frequency Strategy: Daily Deals

Think about companies like Groupon or LivingSocial. Their entire business model revolves around sending out daily deals. These emails are frequent—sometimes even multiple times a day during big promotional periods. For them, high frequency works because their subscribers expect and want frequent updates about new deals.

However, this strategy only works because the content is highly relevant and time-sensitive. The value is clear: a great deal that might disappear tomorrow. But it’s also a strategy that requires careful monitoring. If the deals aren’t appealing or if they send too many irrelevant offers, subscribers might quickly tune out or unsubscribe.

Low-Frequency Strategy: Monthly Newsletters

On the flip side, let’s look at a company like Basecamp, a project management tool. Basecamp sends out a newsletter about once a month, focusing on updates, success stories, and useful tips. Their audience—mostly professionals and teams—appreciates this less frequent approach because the content is rich and highly relevant to their needs.

This low-frequency strategy works because it respects the time and attention of their audience, delivering value in a well-crafted, thoughtful package. The emails are anticipated and appreciated rather than seen as an interruption.

Signs You’re Sending Emails Too Frequently

When it comes to email marketing, more isn’t always better. Sending too many emails can backfire, leading to a drop in engagement and a spike in complaints. Here are some key signs that your email frequency might be too high:

1. Increased Unsubscribe Rates

One of the clearest signs that you’re sending emails too frequently is a noticeable increase in unsubscribe rates. If you see a sudden uptick in the number of people opting out of your emails, it’s time to take a closer look at how often you’re reaching out.

Unsubscribes happen for various reasons, but when the cause is email frequency, it’s usually because your audience feels overwhelmed. They might like your brand but feel like they’re being bombarded with too many messages. If you notice this trend, consider scaling back the number of emails you send and focusing on quality over quantity.

2. Lower Open Rates

Open rates are another crucial metric to watch. If your open rates start to drop, it could mean your audience is getting fatigued by your emails. When people see too many emails from the same sender, they’re more likely to ignore them, leading to lower engagement.

It’s important to remember that lower open rates can also be caused by other factors, like irrelevant content or poor subject lines. But if you notice a consistent decline and you’ve been ramping up your email frequency, it’s worth considering that you might be sending too often.

3. Higher Spam Complaints

This is a red flag you definitely don’t want to ignore. If more people start marking your emails as spam, it’s a strong indicator that they’re fed up with seeing your messages in their inbox. High spam complaints can damage your sender reputation, leading to your emails being automatically filtered into spam folders—even for subscribers who want to hear from you.

Spam complaints often happen when people feel like they’re being inundated with too many emails, especially if they don’t find the content relevant. If you’re seeing an uptick in spam reports, it’s crucial to reassess your frequency immediately.

How to Recognise and Address These Issues Early

The good news is that these issues can often be corrected before they become a bigger problem. Here’s how you can recognise and address them early:

1. Monitor Your Metrics Closely

Regularly review your email metrics—unsubscribe rates, open rates, and spam complaints. Set benchmarks for what’s considered normal for your brand, and keep an eye out for any significant changes. If you see an increase in unsubscribes or spam complaints, or a drop in open rates, it’s time to dig deeper.

2. Segment Your Audience

Not every subscriber on your list has the same tolerance for frequent emails. By segmenting your audience based on behaviour, preferences, or past interactions, you can tailor your email frequency to different groups. For instance, more engaged subscribers might appreciate frequent updates, while others might prefer fewer emails.

3. Offer Frequency Preferences

One of the best ways to avoid overwhelming your subscribers is to let them choose how often they hear from you. Include a preference centre where they can select their desired email frequency—whether that’s daily, weekly, or monthly. This empowers your audience to control their inbox experience, reducing the likelihood of unsubscribes or spam complaints.

4. Focus on Content Quality

If you’re worried about sending too many emails, ask yourself: is each email providing real value to your audience? High-quality, relevant content can make even frequent emails feel welcome. On the other hand, if you’re struggling to come up with valuable content, it’s a sign that you should scale back.

When to Increase Email Frequency

There are times when it makes perfect sense to turn up the volume on your email communications. Here are some scenarios where increasing frequency can be a smart move:

1. Product Launches

When you’re gearing up to launch a new product, your audience is likely eager to hear all the details. Increasing your email frequency during a product launch helps build excitement and keeps your subscribers informed at every step.

From teaser emails to announce the upcoming launch, to reveal emails on launch day, and follow-ups highlighting features or benefits, a more frequent schedule can help keep your product top of mind.

Just remember, the content of these emails should be compelling and varied. Mix up the types of emails you send—like sneak peeks, customer testimonials, or behind-the-scenes looks—to keep your audience engaged and looking forward to the next update.

2. Promotional Periods

Promotional periods, like holiday sales, Black Friday, or anniversary specials, are prime times to increase your email frequency. Your audience expects more frequent communication during these periods because they’re on the lookout for deals, discounts, and limited-time offers.

During a promotion, sending emails more often ensures that your message cuts through the noise. You might start with an email announcing the promotion, followed by reminders as the sale progresses, and a final push as it’s about to end. Just be sure to clearly communicate the value of each email—whether it’s a new deal, an exclusive offer, or a last chance to save.

3. Event Marketing

If you’re hosting a webinar, live event, or conference, increasing your email frequency in the lead-up to the event can help drive registrations and build anticipation. Post-event, follow-up emails can also be more frequent as you share key takeaways, recordings, or additional resources.

The key is to make each email count. Provide useful information, like what attendees can expect, how to prepare, or exclusive content for registrants. This way, your increased frequency feels justified and valuable.

3. Event Marketing

If you’re hosting a webinar, live event, or conference, increasing your email frequency in the lead-up to the event can help drive registrations and build anticipation. Post-event, follow-up emails can also be more frequent as you share key takeaways, recordings, or additional resources.

The key is to make each email count. Provide useful information, like what attendees can expect, how to prepare, or exclusive content for registrants. This way, your increased frequency feels justified and valuable.

When to Decrease Email Frequency

Just as there are times to increase your email output, there are also situations where it’s wise to pull back. Here’s when you might consider slowing down:

1. After a High-Frequency Campaign

If you’ve just wrapped up a high-frequency campaign—like a product launch or a holiday sale—it’s often a good idea to give your audience a breather. They’ve just received a lot of emails from you, and continuing at that pace might lead to fatigue. By dialling back your frequency after an intense campaign, you show that you respect your subscribers’ inboxes.

This doesn’t mean you should go silent, though. Transition to a more regular, lower-frequency schedule that still keeps you in touch with your audience without overwhelming them.

2. When Engagement Metrics Decline

One of the clearest signals that you might be sending too many emails is a decline in engagement metrics. If you notice your open rates are dropping, click-through rates are decreasing, or unsubscribe rates are climbing, it’s time to reevaluate how often you’re sending emails.

When you see these signs, it’s worth testing a lower frequency. Give your audience some space and focus on making each email more valuable. You might find that by sending fewer, more targeted emails, your engagement rates improve.

3. In Between Major Campaigns

Not every week needs a flurry of emails. If you’re in a quieter period between major campaigns, it’s okay to reduce your email frequency. This can help prevent burnout, both for your audience and your marketing team. Use this time to focus on creating quality content that will resonate with your audience when you do send it.

A reduced frequency doesn’t mean disengaging completely—it’s about maintaining a consistent presence without overwhelming your subscribers. Think of it as pacing yourself, so you’re ready to ramp up again when the next big campaign rolls around.

So, How Often Should You Send Email Marketing?

The answer isn’t one-size-fits-all—it depends on your audience, your goals, and the content you have to share. Finding the right frequency is all about striking that perfect balance where you’re staying top-of-mind without becoming a nuisance. Whether it’s once a week, twice a month, or somewhere in between, the key is to listen to your audience and adjust based on their feedback and engagement.

If you’re still wondering what frequency works best for your brand, don’t hesitate to reach out. My team of independent email marketing specialists is here to help you craft a strategy that keeps your audience engaged and looking forward to your emails. Let’s find that perfect rhythm together!