Email Send Frequency: How Often Should You Really Send?

Mar 12, 2021 | Email Copy

Finding the sweet spot for your company’s email send frequency can mean the difference between success and failure for your campaigns.

Conventional wisdom suggests limiting your send frequency. After all, fewer emails should mean less frustration from subscribers, right?

As it turns out, emailing too little can be just as hazardous as emailing too much. Here’s why:

1.  You miss revenue opportunities.  Prospects won’t buy from you if they don’t know how your products can benefit them. If you arbitrarily limit your email sends, you cut your chances of catching a subscriber in the buying mood… while increasing your risk of leaving money on the table.

2. You lower your lifetime revenue. Not only do you miss individual revenue opportunities… those missed opportunities mean lower lifetime revenue.

3. You negatively impact your complaint rate. While sending fewer emails can decrease the actual number of complaints, it might actually have the opposite effect on your complaint rate. With fewer total sends, every complaint has a greater impact on your overall complaint rate.

Let’s say you send 4,000 emails and get 100 complaints… your complaint rate is 2.5%. Now if you decrease your sends to 2,000 while complaints drop to 75, your complaint rate actually jumps to 3.75%.

4. You’re ignoring the inbox battlefield. Sending too infrequently decreases your number of overall impressions and hurts your overall inbox mindshare. At a time when there’s more clutter than ever in consumers’ minds, it’s critical that you stay in front of them. Be assured that your competition will be.

What’s more… if your emails provide strong value for your subscribers, you’ll get high open rates. Many people will open nearly everything they receive from a trusted brand.

5.  You’ll destroy your sender reputation. Those who send infrequently may have trouble building and maintaining their sender reputation. IP addresses without a consistent sending history can have their emails blocked because mailbox providers don’t have a clear read on whether the email is spam or genuine.

6. You’ll make it harder to maintain a clean list and avoid spam traps. Infrequent mailing doubles your challenges in identifying abandoned email addresses in a timely manner. Abandoned email addresses can be recycled into spam traps in as little as 30 days. So the less you send, the more likely you are to hit a spam trap.

A simple way to know how often to send…

There are simple ways to take the guesswork out of how often to send.

1. Let your subscribers tell you how often they’d like to hear from you – either when they first subscribe, or later via an email preference center. Once you have sufficient data, you can segment your list accordingly.

2. Survey your subscribers – which I recommend anyway. Many companies survey customers soon after they buy or opt in. But why not follow up six, nine, or 12 months later? You’ll separate yourself from the pack by doing that.

3. Hubspot revealed the sweet spot from their recent study…

Companies that send 16 to 30 campaigns a month see click rates twice as high as companies that send two or fewer campaigns a month. Escalate it to 31 or more emails, and your open and click rates fall off again… but still not nearly as low as those that send just one or two.

So how will you keep from burning out when writing so many emails?

If you don’t have someone on your team who can generate four to five emails per week in your voice – and with high open and click rates and engagement – it may be time to consider hiring me to write your email campaigns.

To see if we’re a good fit for each other, send me a short message and we’ll schedule a 30-minute phone call to discuss further. You owe it to yourself and your company’s success to find your email sweet spot.

Carol Parks helps entrepreneurs and companies grow and scale via digital copywriting and smart marketing strategy… both B2B and B2C. Need copy now? Check-out her Services & Copywriting Packages!