How Often Should You Send Marketing Emails?

Calculating Email Frequency for Your Target Audience

When do you think is the best time to click on that "send" button for your marketing emails?

Too many times, and they'll find themselves in the spam folder; too few, and your audience might forget you. 

The perfect email cadence lies in the middle: a balance that keeps your subscribers engaged but not overwhelmed.

Let's get into planning email campaigns, where we can figure out that sweet spot for email frequency.

How Often is Too Often? (Or Not Often Enough?)

The question of email frequency is dependent on a myriad of variables, including your industry, audience and the type of email you're sending. 

Here is a general guideline: 

Daily emails – Best for those whose audiences are highly engaged, deal mostly in news or conduct flash sales. 

Weekly emails – Should be considered for updates on content, newsletters and maintaining a constant brand presence. 

Bi-weekly emails – A good middle ground for businesses that want to communicate without burdening their audiences. 

Monthly emails – Typically best for thorough newsletters, reports or longer-term engagement.

Determinants of the Email Frequency

Although the general outlines above are strongly considered, they do vary with the following factors in determining how often emails should be sent:

1. Industry Type

Retail and e-commerce brands can do much more in the frequency of emailing them in sending promotional emails, while some might need sending updates weekly or bi-weekly in B2B businesses.

2. Audience Preferences

While some subscribers receive daily updates, particularly others like to receive them weekly or monthly.

3. Type of Content 

One informative newsletter can go once a week or once a month. Several time-bound emails have to be sent when there is a promotional activity. Personalized recommendations can also be sent based on user behavior.

How Email Cadence Was Optimized by a Fashion Brand in Real Life

Poor email engagement as the initial state of a fashion e-commerce brand. The initial practice was to send daily promotional emails, inciting very high unsubscribe rates. 

Analysis in their data made them succeed in changing this into a bi-weekly email campaign plan that combines promotional messages with style tips. The additional result was a subsequent increase in open rates by 25% and conversions by 15%.

Effective Planning Practices for Email Campaigns

To maximize your email marketing efforts, consider these best practices: 

• Include segmentation of audience-subscribe to personalize any content based on subscriber preferences. 

• Utilize automation-triggered emails and drip campaigns. 

• Always test and optimize-carry out an A/B test of both subject lines, and message formats at different frequencies. 

• Keep engagement metric tracking-open, click, unsubscribe.

Key Takeaways

• Email frequency needs to be commensurate with audience preference.

• Experiment with different emailing rhythms and record their impact on audience engagement.

• Refine the email-campaign planning approach according to analytical observation.

• Quality counts everything in every email is for the most part superior value.

Conclusion

Finding the optimal email frequency is not a predetermined thing for everyone, but rather needs to be from the joints of understanding your audience, testing out different email cadences and refining one's planning for email campaigns over time. 

Finding the balance in engagement with relevance will keep your emails worthwhile and welcome in subscribers inboxes.

FAQs

How do I decide the perfect email frequency for my audience?

Start by measuring open rates, click-through rates and unsubscribes and A/B test with different schedules.

What's a good email cadence for new subscribers?

A welcome series of 3-5 emails would be spaced during 2 weeks of time before adjusting based on engagement.

Will sending too many emails harm my brand?

Absolutely, Too many emails annoying subscribers will  in return affect higher unsubscribes and complaints about spam letter.

What is the best way to plan an email campaign?

Segmentation, goals definition, creation of added value content and taking different frequencies for testing their efficiency: those are the basis of email campaign planning.