As an expert in email marketing, one of the most common questions I get asked
is, "How often should I email my list?" The answer isn't simple and
straightforward, as it depends on various factors. However, in this article,
I'll provide you with a comprehensive guide on how often you should email your
list based on best practices and data-backed research.

Why Is Email Frequency Important?

Email frequency is a crucial aspect of email marketing because it impacts your
open rates, click-through rates, and overall engagement. If you don't email
your list enough, they might forget about you or lose interest. On the other
hand, if you email them too often, they might get annoyed and unsubscribe or
mark your emails as spam.

Factors To Consider When Deciding How Often To Email Your List

Before we dive into specific recommendations, let's look at some factors that
you should consider when deciding how often to email your list:

  • Industry: Different industries have different email frequency standards. For instance, a daily email might be acceptable for a news outlet, but it might be too much for a retail store.
  • Content: The type of content you send also plays a role. If you're sending promotional emails, you might want to limit the frequency to avoid being too salesy. However, if you're sending educational content, your subscribers might appreciate more frequent emails.
  • Segmentation: Segmentation allows you to send targeted emails to specific groups of subscribers. You can segment your list based on demographics, behavior, interests, etc. This way, you can send more relevant and personalized emails, which can increase engagement and reduce the likelihood of unsubscribes.
  • Goals: Your email frequency should align with your goals. If your goal is to increase sales, you might want to send more promotional emails. However, if your goal is to build brand awareness, you might want to focus on educational content.

Best Practices For Email Frequency


Now that you know what factors to consider, let's look at some best practices
for email frequency:

  • Set expectations: When people sign up for your list, let them know how often they can expect to hear from you. This can help manage their expectations and reduce the likelihood of unsubscribes.
  • Test and analyze: Every list is different, so what works for one might not work for another. Test different frequencies and analyze the results to see what works best for your list.
  • Focus on quality over quantity: It's better to send fewer high-quality emails than more low-quality emails. Make sure your content is relevant, valuable, and engaging.
  • Use automation: Automation can help you send targeted emails at the right time, without overwhelming your subscribers. For instance, you can set up a welcome series, abandoned cart emails, or birthday emails.

Data-Backed Recommendations

Finally, let's look at some data-backed recommendations for email frequency:

  • Once a week: According to a survey by MarketingSherpa, 61% of respondents said they would like to receive promotional emails at least once a week. However, keep in mind that this might not apply to all industries or types of content.
  • Twice a month: A study by HubSpot found that sending two emails per month resulted in the highest open and click-through rates. However, this might not be enough for some industries or goals.
  • Three to five times a week: A study by Omnisend found that sending three to five emails per week resulted in the highest revenue per recipient. However, this might be too much for some subscribers, so make sure to segment your list and test the frequency.


So, how often should you email your list? The answer is, it depends. Consider
the factors mentioned above, follow the best practices, and test different
frequencies to see what works best for your list. Remember that there's no
one-size-fits-all solution, so keep an eye on your data and adjust
accordingly. If you follow these guidelines, you'll be on your way to a
successful email marketing campaign.