The Dos and Don'ts of Email Frequency: Finding the Right Balance For Your Audience

By Eric Von Dam
14 Feb 2023
Email marketing is a powerful tool for generating leads and driving sales, but finding the right frequency for your emails can be tricky. On the one hand, you want to stay top of mind with your audience and keep them engaged. On the other hand, you don't want to overwhelm them with too many emails or risk having them mark your emails as spam.

DOs of Email Marketing

So what are the dos and don'ts of email frequency? Here are some practical tips to help you find the right balance for your audience:

Do: Set expectations upfront
When someone signs up for your email list, make sure you set clear expectations about how often they can expect to hear from you. This can be done through your welcome email or sign-up form. By being transparent about your email frequency, you can help ensure that your subscribers are prepared for the amount of communication they will receive from you.

Do: Segment your list
Segmenting your email list allows you to send more targeted messages to specific groups of subscribers. By tailoring your emails to the interests and behaviors of your audience, you can increase the relevance and value of your messages. This, in turn, can lead to higher engagement and fewer unsubscribes.

Do: Test and monitor your frequency
There is no one-size-fits-all answer to the question of how often to send emails. What works for one business may not work for another. That's why testing different frequencies and monitoring your results is important. Pay attention to your open, click-through, and unsubscribe rates to see how your audience responds. If you notice a decline in engagement or an increase in unsubscribes, it may be a sign that you need to adjust your frequency.

DON'Ts of Email Marketing

Don't: Send too many emails too quickly
When someone first joins your email list, it can be tempting to send them a flurry of emails right away. After all, they've just expressed interest in your business, so it makes sense to want to capitalize on that momentum. However, bombarding new subscribers with too many emails too quickly can be a turnoff and increase the likelihood that they will unsubscribe or mark your emails as spam.

Don't: Send the same message to everyone
Sending the same message to your entire email list can be a quick and easy approach, but it's not always the most effective. Your subscribers are likely to have different needs and interests, and a one-size-fits-all approach can come across as impersonal. Instead, use your segmentation strategy to tailor your messages to specific groups, such as customers who have made a recent purchase. These subscribers have clicked on a particular link in a past email or prospects who have shown interest in a specific product or service.

Don't: Set it and forget it
Email marketing is not a one-and-done task. It requires ongoing attention and refinement. As your audience grows and changes, your email frequency may also need to evolve. Stay attuned to your subscribers' needs and behaviors, and be prepared to adjust your frequency accordingly.

Finding the right email frequency for your audience requires a balance of best practices and careful monitoring. By setting expectations upfront, segmenting your list, and testing different frequencies, you can help ensure that your emails are welcomed and valued by your subscribers. Remember, it's not just about the number of emails you send but the quality and relevance of your messages.