Whether you’re sending e-newsletters, coupons and discount codes, or other updates and announcements about your company, keeping in touch with your list of email subscribers is important. But you also don’t want to be emailing so often that you’re overwhelming or annoying them. Finding the delicate balance can be difficult. So, if you’re trying to determine how frequently your business should send email marketing campaigns, this two-part blog will share some tips to help you discover what works for you and your customers. 

The Answer Is: “It Depends…” 

As someone who’s been responsible for the email marketing efforts at a handful of organizations as well as for all our agency’s clients, this question about sending frequency is one I get regularly. And right away, I want to be direct with you: it depends! I know that’s probably not the answer you wanted to hear, but the truth is that how often one business should send email marketing campaigns is not necessarily going to be the same as how often another business or organization should send. Your marketing plan (including email marketing logistics) should be customized to your unique needs. 

Okay, What Does It Depend On?  

There are several things to consider when it comes to determining the right email frequency for your specific business and situation. Here are a few:  

The Expectations You’ve Set 

When customers signed up to receive your emails, what was the expectation you set? Did you tell them you’d be sending a monthly newsletter? A weekly roundup of deals? Daily tips and info? Or did you leave it vague? If you explicitly or even implicitly told people how often they’d be hearing from you upon opting into your mailing list, then you should honor that. Going against your word will only break trust with that customer and lead to unsubscribes.  

What You’ve Done Before 

If you’ve already been sending emails to your subscribers for some time now, you should have a decent amount of information to infer an appropriate sending frequency. On whichever email marketing platform you use, look at the reporting and consider: 

• How often do you send email marketing campaigns currently (and historically)?  
• Have you been consistent with sending emails?  
• Have your email open rates changed over time?
• Has your number of unsubscribes grown over time?  

Of course, frequency isn’t the only thing that impacts email marketing performance, but these metrics can give some insight into whether your current sending approach is working to your advantage or not. 

Your subscribers’ expectations and your past campaigns aren’t the only factors on which how often you send email marketing campaigns depends. In part two of this blog, we’ll go over how your audience and your marketing goals also impact your sending frequency. Then, we’ll wrap up by sharing our tips for striking the perfect balance of emailing your customers enough without overdoing it. In the meantime, contact us with any questions about email marketing or inquiries about our suite of services and mark your calendars for a free webinar we’re holding this fall, Email Marketing 101: A Beginner’s Guide.