As a business owner, you know that email marketing is a crucial aspect of your
overall marketing strategy. But how often should you email your customers? Is
it better to send daily emails or weekly newsletters? Should you only send
promotional emails or mix in some informational content as well?
The truth is, there is no one-size-fits-all answer to this question. The
frequency of your emails will depend on various factors, including your
industry, target audience, and the type of content you’re sending. In this
article, we’ll explore the best practices for email frequency and help you
determine the right approach for your business.
Why Email Frequency Matters
Before we dive into the specifics of email frequency, let’s first discuss why
it matters. Sending too many emails can annoy your subscribers and lead to
high unsubscribe rates. On the other hand, sending too few emails can result
in low engagement and ultimately, lower sales.
According to a study by Campaign Monitor, the average email open rate across
all industries is around 17%. However, this number can vary significantly
depending on the frequency of your emails. For example, businesses that send
one email per week have an average open rate of 18%, while those that send two
to three emails per month see an open rate of 22%.
So, finding the right email frequency can have a significant impact on your
overall email marketing success. But how do you determine what that frequency
Consider Your Industry
One of the first things to consider when determining your email frequency is
your industry. Certain industries, such as retail and e-commerce, may require
more frequent emails to keep subscribers engaged. This is because these
industries often have a high volume of products and promotions that need to be
communicated to customers.
On the other hand, industries such as healthcare or finance may require less
frequent emails, as subscribers may not want to receive constant updates or
It’s important to understand your industry’s standards and best practices when
it comes to email frequency. Look at what your competitors are doing and what
seems to be working for them. This can help you determine a starting point for
your own email frequency.
Know Your Audience
Another crucial factor to consider when determining your email frequency is
your target audience. Your subscribers’ preferences and behavior can vary
significantly depending on factors such as age, location, and interests.
For example, younger audiences may prefer more frequent emails that are
shorter and more visual, while older audiences may prefer longer, more
informative emails less frequently.
You can gather information about your audience’s preferences by conducting
surveys or analyzing data from your email campaigns. This can help you tailor
your email frequency to your subscribers’ preferences and increase engagement.
Focus on Quality Over Quantity
When it comes to email frequency, quality is more important than quantity.
Instead of bombarding your subscribers with constant promotions, focus on
providing value through high-quality, informative content. This can include
blog posts, industry news, or tips and tricks related to your products or
By providing valuable content, you can increase engagement and build trust
with your subscribers. This can ultimately lead to higher sales and more loyal
Test and Adjust
Ultimately, the best way to determine the right email frequency for your
business is to test and adjust. Start with a frequency that you think will
work based on industry standards and your audience’s preferences, and then
measure the results.
Look at metrics such as open rates, click-through rates, and unsubscribe rates
to determine if your frequency is working. If you’re seeing high unsubscribe
rates or low engagement, it may be time to adjust your frequency.
It’s important to note that email frequency is not a set-it-and-forget-it
strategy. Your subscribers’ preferences and behavior can change over time, so
it’s important to regularly analyze your email campaigns and adjust your
How often should I send promotional emails?
There is no one-size-fits-all answer to this question, as it will depend on
your industry and audience. However, as a general rule of thumb, it’s best to
limit promotional emails to no more than once or twice per week.
How often should I send informational emails?
Again, this will depend on your industry and audience. However, it’s generally
a good idea to send informational emails at least once per month to keep your
subscribers engaged and informed.
What should I do if my unsubscribe rates are high?
If you’re seeing high unsubscribe rates, it may be a sign that your email
frequency is too high or that your content is not resonating with your
subscribers. Consider adjusting your frequency or focusing on providing more
valuable content to your subscribers.
What should I do if my engagement rates are low?
If you’re seeing low engagement rates, it may be a sign that your email
frequency is too low or that your content is not engaging enough. Consider
adjusting your frequency or experimenting with different types of content to
see what resonates with your subscribers.
In conclusion, finding the right email frequency for your business can be a
challenge. However, by considering factors such as your industry, audience,
and content quality, you can create a successful email marketing strategy that
engages your subscribers and drives sales.