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Finding the Right Frequency for Your Emails

A hand holding a mail envelope resembling an email icon.

Most people hate getting spam in their inboxes, but how do you know what's the right frequency for emailing your customers?

It can be tough to find the right balance between staying top of mind and not becoming a nuisance. You don't want to bombard your customers with emails every day, but you also don't want them to forget about you.

Check out our guide on how frequently to email your customers for advice on finding the sweet spot for your business.

The impact of email frequency

Before you decide on an email frequency, it’s important to understand the potential benefits and drawbacks of sending out emails too often or not frequently enough. It’s all about striking the perfect balance and finding the frequency that works best for your customers. Here are a few things to think about:

1. Not sending marketing emails often enough


  • Increased relevance and value: By sending fewer emails, you can ensure that each message is highly targeted and relevant to your customers, which can increase their perceived value and engagement.
  • Improved sender reputation: Fewer emails can reduce the risk of spam complaints and maintain a positive sender reputation, which can improve deliverability and engagement.
  • Increased anticipation and engagement: you can create a sense of anticipation and exclusivity among your customers, which can increase their engagement and response.


  • Decreased brand visibility: Not sending enough emails can make customers forget about you or worse, lead them to your competitors.
  • Lower probability of engagement: There's less chance that a customer will see your message and engage with it.
  • Your chances of conversion are lower: It's less likely that a customer will take the desired action (e.g. make a purchase).

2. Sending marketing emails too frequently


  • Your brand is more likely to stay top-of-mind: By sending more emails, you can ensure that there's less chance of customers forgetting your business.
  • Increased engagement: Customers are more likely to see your message and engage with it.
  • Better conversion rates: The more emails you send, the better chances that a customer will take the desired action (e.g. sign-up for your webinar).


  • Increased risk of spam complaints: If customers feel like they are being bombarded with emails, they may flag your messages as spam, which can damage your deliverability and sender reputation.
  • Decreased engagement and conversion: If customers receive too many emails from you, they may start to ignore or delete them without reading them, which can reduce engagement and conversions.
  • Risk of unsubscribes: Sending too many emails can lead to customers feeling “email fatigue” and unsubscribing from your list altogether, which can reduce your audience size and potential revenue.

Identify your business goals

Take some time to think about what you're trying to accomplish with your emails. Are you trying to increase sales? Educate customers about a new product? Generate more website traffic?

Your email frequency and content should reflect that goal. If it's sales, include a clear call-to-action but don't send emails too often and dilute their impact. If it's education, include links to helpful content like blog posts.

Ultimately, your goals will influence the type of email content that you'll create e.g. an offer, update or newsletter.

Find out your customer's preferences

Surveying your customers to find out their preferences for email frequency is the best way to start. Ask them questions like:

  • How often do you want to get emails from us?
  • Do you prefer getting one big newsletter or multiple shorter ones?
  • What topics would you be interested in receiving updates about?

This will help you not only determine the frequency, but also the kind of content you should be sending. You can also use email engagement data to understand customer preferences. Look at which emails your customers open and click on the most, and use that to inform your content.

Another option is to provide your email subscribers the choice to select how often they'd like to receive your emails. You can do this during the signup process, in a re-engagement sequence, or by including a preference center in your emails.

Consider what kind of product or service you offer

Depending on the type of product or service you offer, your email frequency could vary. If it's a subscription service or something that customers need to re-buy regularly, then frequent emails may help keep them engaged and remind them to buy.

On the other hand, if you're selling products like furniture or electronics which people don't typically buy frequently, then you may want to send fewer emails. You don't want customers to become desensitized to your messages or unsubscribe.

Develop a strategy for email frequency

Now that you've identified your business goals and customer preferences, it's time to create a plan for email frequency. Decide how often you'd like to send emails and what kind of content they should include.

You may want to try out different frequencies for different types of emails to see which works best with your audience. For example, if you're sending an offer email, you could send it every 10 days and then every 20 days to see which one performs better.

It's also important to remember that email frequency is just one part of the equation. You should also consider the quality and relevancy of your content, as well as how targeted it is to your customers.

Test and adjust your strategy

Now that you've got a plan for how often to email your customers, it's time to test it out. Start by sending at the frequency you determined and monitor the engagement metrics like open rates, click-through rates, and unsubscribes to understand your customers' preferences.

If the results are below average, then adjust your strategy. Try altering the frequency, content, or targeting to see if you can improve results. Keep testing and adjusting until you find the sweet spot for both you and your customers.


Finding the correct email frequency is a process of trial and error. But when you get it right, you'll build more trust, and your customers will be more engaged and loyal to your business.

It's essential to consider customer preferences, the type of product or service offered, and your business goals. But it's important to keep testing and adjusting your email frequency to find what works best for you and your customers. So start by surveying your customers and then develop a plan based on their responses.

Monitor engagement metrics like open rates, click-through rates, and unsubscribes to understand how often to email them without overwhelming them. And finally, continue testing until you find what drives results for your business, and email away!