Email frequency: How often to send newsletters
How often should you email your subscribers?
It’s one of the most common questions in email marketing, and the answer isn’t straightforward. Send too often, and you risk annoying subscribers into unsubscribing. Send too rarely, and they forget who you are. This guide helps you find the frequency that works for your audience.
Why frequency matters
Your sending frequency directly impacts:
Open rates
Send too often, and subscribers start ignoring your emails. Each message becomes less special. Send too rarely, and subscribers may not remember signing up, leading to lower opens and more spam complaints.
Unsubscribe rates
“Too many emails” is consistently the top reason people unsubscribe. But disappearing for months also triggers unsubscribes when you suddenly reappear in someone’s inbox.
Engagement over time
The right frequency keeps subscribers engaged without burning them out. Too much contact leads to list fatigue; too little leads to disengagement.
Revenue
More emails can mean more sales opportunities, but only if subscribers remain engaged. There’s a point of diminishing returns where additional emails actually reduce revenue.
General frequency guidelines
While every audience is different, research suggests these baselines:
For most small businesses: 1-4 times per month
- Once a month: Minimum to stay top of mind. Good for businesses with limited content or time
- Twice a month: Sweet spot for many small businesses. Enough to build relationships without overwhelming
- Weekly: Works well if you consistently have valuable content to share
- More than weekly: Requires exceptional content value; risky for most businesses
Industry benchmarks
| Industry | Typical frequency |
|---|---|
| E-commerce | 2-4 times per week |
| B2B services | 1-2 times per month |
| Media/Content | Daily to weekly |
| SaaS | Weekly to bi-weekly |
| Restaurants | Weekly to bi-weekly |
| Professional services | Monthly to bi-weekly |
| Nonprofits | Monthly to bi-weekly |
These are starting points, not rules. Your specific audience may differ.
Signs you’re sending too often
Watch for these warning signals:
Rising unsubscribe rates
If unsubscribe rates climb above 0.5% per email, frequency might be a factor. Track this metric over time.
Declining open rates
When open rates trend downward over several months, subscribers may be tuning out. They’re not unsubscribing, but they’re not engaging either.
Increased spam complaints
Spam complaints above 0.1% indicate a problem. Even loyal subscribers hit “spam” when they feel overwhelmed.
Direct feedback
Pay attention when subscribers reply saying “too many emails” or request less frequent contact. They’re giving you valuable data.
List fatigue patterns
If engagement drops noticeably after sending multiple emails in a short period, you may be hitting the fatigue point.
Signs you’re not sending enough
Under-sending has its own problems:
Low recognition
If subscribers don’t recognize your name in their inbox, they may delete without opening or mark you as spam.
”I forgot I signed up” responses
When people reply asking how they got on your list, it’s been too long since your last email.
Declining list engagement
If your list grows but engagement stays flat or drops, inactive subscribers may be accumulating.
Competitors staying top of mind
While you’re silent, competitors who email regularly are building relationships with the same audience.
How to find your optimal frequency
Step 1: Start with a sustainable baseline
Choose a frequency you can maintain consistently. It’s better to send monthly like clockwork than to send weekly for two months and then disappear.
Step 2: Monitor your metrics
Track these metrics over time:
- Open rate
- Click rate
- Unsubscribe rate
- Spam complaints
- Revenue per email (if applicable)
Step 3: Test frequency changes
Increase or decrease frequency gradually and observe the impact. Give each change at least 4-6 weeks before evaluating.
Step 4: Segment by engagement
Not all subscribers want the same frequency. Consider:
- Sending more often to highly engaged subscribers
- Reducing frequency for less active subscribers
- Letting subscribers choose their preferred frequency
Step 5: Ask your audience
Survey subscribers about their preferences. A simple question like “How often would you like to hear from us?” provides direct insight.
Quality over quantity
The most important principle: one valuable email beats ten mediocre ones.
Before increasing frequency, ask yourself:
- Do I have enough valuable content to share more often?
- Will subscribers benefit from hearing from me more frequently?
- Can I maintain quality at a higher volume?
If the answer to any of these is no, focus on improving the emails you do send rather than sending more of them.
Setting subscriber expectations
Managing expectations reduces friction:
Be clear at signup
Tell subscribers what they’re signing up for: “Get our weekly tips” or “Monthly updates from our team.” This sets expectations from the start.
Honor your promises
If you said monthly, send monthly. Sudden increases in frequency frustrate subscribers who agreed to something different.
Communicate changes
If you’re changing frequency, let subscribers know. “Starting next month, we’ll be sharing tips every week instead of monthly” respects their inbox.
Offer preference centers
Let subscribers choose their frequency. Some want everything; others want the highlights. Preference centers reduce unsubscribes by giving control.
Frequency strategies by business type
E-commerce
- Higher frequency works when you have regular new products, sales, or content
- Segment by purchase behavior: Recent buyers may tolerate more emails; window shoppers need nurturing
- Event-driven spikes are okay: Black Friday, launches, and sales justify temporary increases
Service businesses
- Lower frequency is typical: Monthly or bi-weekly works for most
- Focus on value: Educational content, tips, and updates rather than constant promotion
- Stay consistent: Reliability matters more than volume
Content creators and media
- Match your publishing schedule: Daily publishers can email daily; weekly bloggers email weekly
- Digest options: Offer daily vs. weekly digest to accommodate different preferences
- Quality expectations are high: Frequent emails require consistently excellent content
B2B and professional services
- Respect busy inboxes: Decision-makers receive hundreds of emails daily
- Focus on substance: One insightful email beats five lightweight ones
- Consider the sales cycle: Longer cycles need nurturing, not pushing
Recovering from frequency mistakes
If you’ve been sending too much
- Acknowledge it: A brief “We hear you” message shows you’re listening
- Reduce immediately: Don’t phase down; just send less
- Focus on quality: Make each remaining email exceptional
- Consider a re-engagement campaign for those who stopped opening
If you’ve been too quiet
- Reintroduce yourself: Remind subscribers who you are and what you offer
- Provide immediate value: Give them a reason to stay
- Set new expectations: Tell them what they can expect going forward
- Accept some list cleanup: Some subscribers will leave, and that’s okay
Summary
The right email frequency depends on your audience, content quality, and business type. Most small businesses do well with 1-4 emails per month.
Key principles:
- Start with a sustainable frequency you can maintain
- Monitor metrics and adjust based on data
- Prioritize quality over quantity
- Set clear expectations with subscribers
- Let engagement data guide your decisions
The goal isn’t to send as often as possible. It’s to send as often as your subscribers find valuable.