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Best Practices Email Marketing Frequency

The mobile marketing association reports that the ideal email frequency is between once a week and once a month. However, their findings are based on surveys and no actual data analysis.

Surprisingly, most businesses send emails on a weekly or monthly basis. According to data from HubSpot, 63% of businesses surveyed said they sent one to two emails per month in 2018. About another 17% sent three to four emails per month, with only 5% sending daily or multiple times per day. This may be due to companies following the guidelines issued by the Mobile Marketing Association (MMA) in 2015: according to their report, consumers prefer getting promotional emails once a week (30%) or once a month (23%). The next most popular options were twice a week (16%) and three times a month (13%). A full 14% of respondents said that they preferred never receiving promotional messages at all.

While this study does give some insight into what consumers say they prefer when it comes to email frequency, its findings aren’t definitive enough for any business to rely on them as gospel truth. How do we know this? Because other sources contradict those results — and because there’s no way to verify whether survey respondents actually heed their own advice about limiting how often brands contact them via email.

The Best Practices For Email Frequency You Need To Know

The best email frequency best practices are based on data and testing.

Email marketing is a powerful way to connect with your customers, but it’s also a channel that can get out of hand if your cadence is too high or low. It’s important to understand how often you should be sending emails based on the industry you work in and what kind of content you send. If you want to skip straight to the recommendations, here they are:

  • B2B companies should send an average of 2 emails per month (1 week apart)
  • Consumer brands should send an average of 3-4 emails per week (3-4 days apart)


Your subscribers have signed up for your email list because they want to hear from you. As a marketer, it’s important to find the right balance between sending too few and too many emails, or else you’ll risk losing subscribers.

The following tips will help you stay on top of what’s working in your campaigns and make sure that your emails are always converting new leads into sales opportunities.

Email Frequency Best Practices

  • Email Frequency Best Practices

It’s important to keep in mind that frequency is a relative term. What works for one industry or business might not work for another. Some companies have the luxury of being able to send more emails than others, while some industries have stricter guidelines. In general, though, the less time you wait between your emails, the better they will perform—but it’s also important not to email too often or people will unsubscribe from your list and delete messages without reading them.

  • Email Frequency by Industry

The industry you work in can affect how frequently you send emails as well. For example:

  • SaaS companies tend to want their users to sign up for new updates about their products every once in awhile (think 1–2 times per month).
  • Retailers want customers who are shopping online at the moment; these businesses may only want shoppers subscribed when they are actually interested in buying something from an ecommerce store rather than getting weekly updates from Amazon Prime Now if they live nearby (or subscribe with no expiry date).
  • Email Cadence Best Practices 2021

Email Frequency Best Practices For B2B Companies

B2B companies, in general, should send out emails more frequently than B2C companies. As the name suggests, B2B (business-to-business) companies are more focused on selling to other businesses rather than consumers. Because of this, they have a greater need to reach out to their customers as often as possible. While B2C companies sell products and services directly to consumers through marketing campaigns like email marketing or ads on social media platforms like Facebook or Instagram, B2B companies sell products and services directly from one company/organization to another organization/company.

The nature of the products and services being marketed by these two types of business is also different: A consumer doesn’t necessarily need constant reminders about what he/she wants or needs; however a business does need this type of reminder because they may not be aware when something new has been released or how efficient it can be for their operations in terms of cost savings etc..

Email Frequency Best Practices for B2C Companies

For B2C companies, sending at least one email a week to your customers is a good starting point. However, you should not send more than once a day or risk irritating some of your subscribers. According to research by MailChimp and DMA (Direct Marketing Association), the optimal frequency for email marketing is once every three days. You can also use this data as an example of how you can determine the best frequency for you:

  • If you’re in the travel industry, send weekly emails with relevant deals and information about new destinations. You might want to also consider sending targeted emails based on where people are going or what they’re interested in seeing/doing when they get there. For example, if someone has booked tickets to New York City but still hasn’t planned their itinerary yet, include links that will help them explore different neighborhoods during their stay—or suggest some sightseeing ideas based on the season (i.e., fall foliage tours).
  • If you sell clothing online through an eCommerce site or app (for example), check out what other brands are doing with their newsletters before setting up yours: many brands send out daily updates showcasing their newest products and sales items; others only send twice per week–it all depends on your target audience’s preferences!

Keeping Your Subscribers From Unsubscribing Due to Too Much Content

In order to avoid sending emails that are too frequent, it’s important to keep your subscribers engaged. This can be done by sending customised emails that are targeted at the recipient’s interests and preferences. For example, a gym chain could send an email wishing you on your birthday, then follow up with a 5% discount or offer to make sure you don’t miss a gym session on your birthday.

This way, you’re sending customised emails that are targeted at what the customer wants rather than generic ones that aren’t relevant for them. When customers feel like they’re getting personalised offers from companies who care about them (and not just another company trying to sell something), they’re more likely to stay loyal customers over time because of this positive interaction with the brand – even if there aren’t any discounts being offered!

1. Increase your brand awareness and remind users of your existence

  • Increase your brand awareness and remind users of your existence

Welcome emails are the perfect way to welcome new subscribers, and remind them that they’re a part of the community. Use this opportunity to give them a glimpse into what makes you unique, or how your product can help them with their challenges. Make it personal, too—the more personalized emails are opened, clicked on, and read by users (with an open rate between 30-50%), the more likely they are to come back for more content in future email newsletters or campaigns

  • Use regular newsletters as an extension of your brand’s voice

Once you have established a rapport with recipients in a welcome series or introductory email campaign, try sending out regular newsletters with useful information on topics relevant to people who like what you do (e.g., tips on productivity). This can be done once per month or even once per week if there is enough interest on social media platforms like Facebook Pages/Groups where memberships tend toward higher engagement rates due these platforms’ inherent functionality which allows easy sharing among friends rather than having someone opt-in using their name/email address as usual when signing up for any service online (which most online marketers do).

2. Be consistent and go for quality over quantity.

Consistency is one of the most important components to a successful email marketing strategy. Think about it: when was the last time you signed up for an email newsletter, only to be bombarded with emails from that company on a consistent basis? Or maybe you’ve signed up for multiple newsletters and each company has their own specific tone and style for their emails.

It’s difficult enough to keep your subscribers engaged if they’re receiving your emails once or twice per month; but how can you expect them to open something that comes in every single day? The answer: You don’t!

Instead of sending out too many emails, focus on quality over quantity and think about what it is that will benefit your readers from receiving information from you more frequently than others. If they’re interested in learning more about SEO (search engine optimization) tactics then send them a link with some helpful tips every few weeks rather than making them feel overwhelmed by constant bombardment with information they don’t care about right now or ever will again later down the road.

3. Provide immense value. Infiltrate with content that makes a difference in people’s lives. Offer real solutions to real problems that these individuals might be facing in their day to day lives. Do not spam them with useless content that does not add any value to their lives. This will only tick them off and cause them to want to unsubscribe from your list even more.

Provide immense value. Infiltrate with content that makes a difference in people’s lives. Offer real solutions to real problems that these individuals might be facing in their day to day lives. Do not spam them with useless content that does not add any value to their lives. This will only tick them off and cause them to want to unsubscribe from your list even more.

Providing immense value can mean many things:

  • Providing highly useful information, such as a guide on how to get more followers on Instagram or how to use social media effectively for business purposes, is certainly one way of providing value and ensuring you stay relevant with the individual user’s interests and needs over time – which is what makes an effective email strategy so important!
  • Offering practical solutions—such as tips on how they can save money or improve productivity at work—will also help ensure long-term loyalty among subscribers who appreciate receiving relevant information about topics they care about most (i.e., saving money).

4. Use email segmentation to send the right emails, at the right time, to the right people.

The real value of segmentation is in delivering the right message at the right time. If you send an email about a sale to someone who just bought from you, it will look like an unwanted marketing message. On the other hand, if you know that particular customer has been waiting for your sale before making a purchase decision and then send her an email about it, she’ll be more likely to click through and buy from you again—so long as your timing is right.

Email segmentation allows you to see which emails perform best based on different variables like age or gender. You can also use this information to create separate lists of customers so they can receive targeted offers while other lists receive less relevant messages.

5. Send emails based on relevant triggers such as birthday and anniversary emails (for instance, a gym chain can send an email wishing you on your birthday following up with a 5% discount or offer to make sure you don’t miss a gym session on your birthday). This way, you’re sending customised emails that are targeted at the individual user preferences instead of sending out generic emails that do not apply to each subscriber on the list. Plus, they’ll love you for remembering!

It’s important to send emails that are relevant to each user and the content needs of your users. You should know what kind of content is expected from your subscribers so you can plan their email frequency accordingly. For example, if a user has subscribed for specific types of content such as product updates and customer support, do not send them unrelated information or irrelevant offers just because it is on your marketing calendar.

If you have segmented your lists into different segments based on user preferences (like interests), then it makes sense for you to only send out emails that are relevant to those segments – this way, every subscriber gets only what they want! This not only saves you time but also increases the chances of them opening and reading the emails sent by you because they are expecting something valuable in there!

Your subscribers expect timely delivery of relevant information that adds value upon consumption. Spamming them with irrelevant information just so they open the email won’t work in any case – if anything, spamming will cause unsubscribes as well as leads lost due to poor brand reputation issues arising out of spamming activities!


We hope you’ve found this guide to email marketing frequency useful. The best solution is what works for your business, your readers and their goals. If you’re getting the results you want, then keep doing what you’re doing! And if not, maybe it’s time to test out a new strategy or two. Good luck!

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