GTM Dictionary

The Go-to-Market Dictionary: Email Frequency

Discover the importance of email frequency in your go-to-market strategy with our comprehensive dictionary.

Email marketing is a powerful tool that businesses use to communicate with their audience. It is an effective way to increase brand awareness, attract new customers, and generate sales. However, how frequently you send emails is crucial to your email marketing success. In this article, we will dig deep into email frequency to help you understand why it matters and how to determine the optimal email frequency that works for you.

Understanding Email Frequency

What is Email Frequency?

Email frequency is simply the number of times you send emails to your subscribers in a given period. This period could be weekly, bi-weekly, monthly, or quarterly. The frequency of your emails matters because it can impact email deliverability, open rates, click-through rates, and ultimately, your revenue.

It is essential to understand that email frequency varies from business to business and audience to audience. Some businesses may need to send daily emails to keep their subscribers engaged, while others may only need to send monthly newsletters. It all depends on your goals, the type of content you're sending, and your audience's preferences.

Why is Email Frequency Important?

Email frequency affects your audience's perception of your brand. If you send too many emails, subscribers may get annoyed and mark your emails as spam. On the other hand, if you don't send enough emails, subscribers may forget about your brand, or worse, unsubscribe from your list. That's why finding the right balance is essential.

One way to find the right balance is to segment your email list based on subscriber behavior. For example, if a subscriber hasn't opened your emails in a while, you may want to send them a re-engagement email to remind them of your brand and give them an option to update their preferences. On the other hand, if a subscriber is highly engaged, you may want to send them more frequent emails with exclusive content or offers.

Another factor to consider when determining email frequency is the type of content you're sending. If you're sending promotional emails, you may want to limit the frequency to avoid overwhelming your subscribers. However, if you're sending educational or informative content, you may be able to send more frequent emails without annoying your subscribers.

Ultimately, finding the right email frequency requires testing and experimentation. You can start by sending emails at different frequencies and analyzing the results. Look at metrics like open rates, click-through rates, and unsubscribe rates to determine what works best for your audience.

Factors Influencing Email Frequency

Email marketing is an essential tool for businesses to communicate with their audience. However, determining the right email frequency can be challenging. Sending too many emails can lead to unsubscribes, while sending too few can result in low engagement rates. Here are some factors to consider when determining your email frequency:

Audience Preferences

It's essential to consider your audience's preferences when determining email frequency. Do they prefer frequent updates or occasional newsletters? Are they more likely to engage with daily or weekly emails? The only way to know your audience's preferences is to monitor their behavior, analyze their email engagement metrics, and conduct surveys when necessary. You can also segment your audience based on their engagement levels and send more frequent emails to highly engaged subscribers.

For instance, if you are a fashion retailer, your younger audience may prefer more frequent emails with the latest fashion trends, while your older audience may prefer fewer emails with more curated content.

Industry Standards

Industry standards can provide a benchmark for your email frequency. For example, e-commerce businesses generally send more emails per week than B2B businesses. However, you should not rely solely on industry standards, as your audience preferences may differ from the norm.

It's crucial to keep in mind that email frequency is not a one-size-fits-all approach. What works for one business may not work for another. Thus, it's essential to experiment with different frequencies and analyze the results to determine the optimal frequency for your business.

Content Relevance and Quality

Your content's relevance and quality are crucial factors that affect email frequency. If your emails provide value to your subscribers, they are likely to engage with your emails more frequently. Conversely, if your emails lack value or include irrelevant content, subscribers may lose interest and disengage.

It's essential to personalize your content based on your audience's interests and preferences. For example, if you are a fitness brand, you can segment your audience based on their fitness goals and send personalized emails with relevant content and product recommendations.

Seasonal and Promotional Campaigns

Your email frequency may also depend on your seasonal and promotional campaigns. For example, if you are running a time-sensitive promotion, you may want to increase your email frequency to ensure that your subscribers do not miss out on the deal.

It's crucial to plan your email campaigns in advance and align them with your business goals. For instance, if you are a travel brand, you can send more frequent emails during the holiday season when people are more likely to travel.

Overall, determining the right email frequency requires a data-driven approach and continuous experimentation. By analyzing your email engagement metrics and considering your audience's preferences, you can find the optimal frequency that maximizes your engagement rates and drives business growth.

Determining the Optimal Email Frequency

Email marketing is a powerful tool for businesses looking to stay connected with their customers and drive conversions. However, determining the optimal email frequency can be a challenge. Sending too many emails can lead to subscriber fatigue, while too few emails can lead to disengagement. So, how do you find the right balance?

Analyzing Your Email Metrics

The best way to determine the optimal email frequency for your business is to analyze your email engagement metrics. Your email engagement metrics include open rates, click-through rates, conversion rates, and unsubscribe rates. By analyzing these metrics, you can gain insights into how often your subscribers want to hear from you.

For example, if you notice that your open rates and click-through rates are high, but your conversion rates are low, it may be a sign that you are sending too many emails. On the other hand, if your open rates and click-through rates are low, but your conversion rates are high, it may be a sign that you are not sending enough emails.

Conducting A/B Testing

A/B testing is another way to determine the optimal email frequency. A/B testing involves sending different email frequency variations to a subset of your subscribers and monitoring their email engagement metrics. This approach enables you to compare different email frequencies and identify the optimal frequency that works for your business.

When conducting A/B testing, it is important to test one variable at a time. For example, if you want to test the optimal email frequency, you should keep all other variables, such as the subject line and content, consistent.

Balancing Subscriber Engagement and Fatigue

It is crucial to strike a balance between subscriber engagement and fatigue. Sending too many emails can lead to subscriber fatigue, while too few emails can lead to disengagement. Finding the right balance requires you to monitor your email engagement metrics and adjust your email frequency accordingly.

In addition to monitoring your email engagement metrics, there are other strategies you can use to keep your subscribers engaged without overwhelming them. For example, you can segment your email list and send targeted emails based on subscriber interests and behaviors. You can also vary the types of emails you send, such as newsletters, promotions, and event invitations.

By taking a strategic approach to email frequency and engagement, you can build a strong relationship with your subscribers and drive conversions for your business.

Email Frequency Best Practices

Segmenting Your Email List

Segmenting your email list is a crucial step in creating a successful email marketing campaign. By dividing your subscribers into specific groups, you can tailor your emails to their interests, behavior, and demographics. This approach can lead to higher engagement rates and lower unsubscribe rates.

For example, if you run an online clothing store, you could segment your list based on gender, age, and purchase history. Then, you could send targeted emails promoting specific products or sales that are relevant to each group.

Personalizing Email Content

Personalizing your email content is another effective way to connect with your subscribers. By using subscriber data such as their name, location, and purchase history, you can create personalized emails that feel more relevant and engaging.

For instance, you could send a personalized email to a customer who recently purchased a pair of shoes, recommending matching accessories or suggesting similar styles they might like. This approach shows your customers that you value their business and are invested in their satisfaction.

Implementing a Preference Center

Implementing a preference center is a great way to give your subscribers more control over their email experience. By allowing them to choose their email frequency, the type of content they want, and even the time of delivery, you can ensure that they receive emails that are most relevant to their needs.

For example, some subscribers may only want to receive weekly newsletters, while others may prefer to receive daily updates. By giving them the option to choose, you can reduce the risk of email fatigue and improve your engagement rates.

Monitoring and Adjusting Your Strategy

Finally, it's essential to monitor your email engagement metrics continuously and adjust your email frequency strategy when necessary. As your business evolves and your audience's preferences change, you may need to adjust your email frequency to stay relevant.

Some metrics to keep an eye on include open rates, click-through rates, and unsubscribe rates. If you notice a decline in engagement, it may be time to re-evaluate your email content or frequency.

In conclusion, by segmenting your email list, personalizing your email content, implementing a preference center, and monitoring your metrics, you can create a successful email marketing campaign that resonates with your subscribers and drives results for your business.


Getting email frequency right can significantly impact the success of your email marketing campaigns. By understanding the factors that influence email frequency, determining the optimal email frequency, and implementing best practices, you can achieve better email engagement metrics, increase revenue, and build long-lasting relationships with your subscribers.