Email frequency is one of the most debated topics in the industry — and one of the most individual. This week we give you a framework for finding the right cadence, rather than a one-size-fits-all rule.
This Week’s Lesson
The right send frequency is the highest frequency at which you can consistently deliver content your subscribers find valuable. The moment frequency exceeds value, unsubscribes accelerate.
Frequency and deliverability are directly linked. High frequency + low engagement = complaints and unsubscribes. Low frequency + moderate engagement = inbox providers forget who you are. The goal is consistent frequency + high engagement.
Industry benchmarks vary: B2B newsletters, 1-2x per month is common. B2C retail, 1-3x per week during active periods. SaaS product emails, triggered/behavioral rather than scheduled. Transactional, send immediately on trigger.
How to find your optimal frequency: start lower than you think necessary, measure engagement over 4-6 sends, gradually increase and watch for unsubscribe spikes. When unsubscribes double, you've exceeded your optimal frequency for that audience.
Preference centers give subscribers control over their frequency — a win for everyone. Subscribers who choose their cadence have dramatically lower unsubscribe rates. If you can build one, do it.
Seasonal frequency changes are normal and expected. A retail brand sending daily in December but weekly in March is fine. But sudden unexplained frequency changes — especially spikes — are a spam signal. Always give subscribers advance notice of frequency increases.