Email Frequency: Optimal cadence for your email campaigns

optimal emailing frequency deliverability

If you send email campaigns to your contacts too often, you risk being considered a spammer and being blocked by email providers. Send too few campaigns and your contacts will quickly forget about your business. So what is the best practices regarding sending frequency for your email marketing campaigns and ensuring best email deliverability?

There is no single answer to this question, as it depends on several factors, including the type of product or service you sell, the relationship you have with your contacts, or your industry. However, there are some general rules to follow to ensure good deliverability of your emails and a satisfactory open and click-through rate.

In this article, we’ll explain the key elements to finding your optimal email frequency.

Frequency vs Email Cadence

When it comes to email marketing and email campaign, two concepts are frequently used when creating send strategies: frequency and cadence. But while they may seem similar, there is a big difference between these two terms.

Frequency refers to the number of emails you send in a given period of time.

Email cadence, on the other hand, is the timing and pace of the emails you send. It takes into account various factors such as the day of the week and the time of day you send your emails, as well as the total number of emails or the time between your sends.

So why is it important to understand the difference between frequency and cadence? Knowing which one to focus on can help you refine your sending strategy and get better results. If you’re not sure which to focus on, try different combinations and see what works best for your business.

Find the right email frequency

Effective communication plays a critical role in driving engagement and conversions in today’s fast-paced digital landscape. However, striking the right balance between staying top-of-mind and risking over-communication can be challenging.

The Effects of Overfrequency

While it may seem counterintuitive, bombarding your contact list with daily emails marketing can actually backfire. Repetitive messages can lead to a decline in interest and engagement from your audience. When your emails become predictable and lack novelty, recipients are more likely to ignore or even unsubscribe from your communications. This not only hurts your deliverability rates, but also dilutes the impact of your brand.

Differentiation through email frequency

To stand out from the competition and capture your audience’s attention, you need to find the right balance in email frequency. Engaging your recipients without overwhelming them requires a thoughtful approach. You can keep your audience interested while avoiding monotony by tailoring your sending frequency to their preferences.

Tailor your email frequency to your audience

Understanding your audience’s preferences and engagement patterns is critical to determining the optimal email frequency. Consider conducting surveys or analyzing user data to gain insight into their expectations. By segmenting your contact list based on factors such as demographics, past interactions, and stages of the customer journey, you can tailor your email frequency to meet the needs and preferences of your audience.

For example, customers who have recently made a purchase or interacted with your brand may benefit from more frequent communication because they are already engaged. On the other hand, subscribers who have been inactive for a while may need a gentle reminder to rekindle their interest. By striking the right balance and personalizing your email frequency, you can nurture relationships, drive conversions and maintain a healthy email deliverability.

How do you know if your email frequency is right?

There is certainly a volume and frequency of sending that is optimal for your subscribers, but how do you know what that frequency is?

It depends on some of the following factors :

  • Your subject line,

  • Your content,

  • Your audience,

  • etc.

Your industry's optimal email frequency

While some experts suggest that sending an email marketing every two weeks is the ideal frequency, it’s important to consider the specific needs of your industry and target audience.

For example, if you operate in the fast-paced fashion or e-commerce industries, frequent communication, such as several times a week, may be necessary to keep customers informed of new arrivals, promotions or limited-time offers.

On the other hand, if you provide software-as-a-service (SAAS) solutions and are targeting a list of subscribers in this space, a less frequent approach is generally more effective. In this scenario, sending one or two emails per month allows you to provide valuable updates, highlight new features, and nurture your relationship with subscribers without overwhelming their inboxes.

Monitoring and Adapting

Ongoing monitoring of key metrics such as open rates, click-through rates, and unsubscribe rates is required to determine the right email frequency. Analyzing these metrics can provide valuable insight into how your audience is responding.

Email marketing tools such as MailChimp, Sendgrid, and Sendinblue offer statistics for evaluating campaigns. Key metrics to consider include open rates, which indicate email relevance and audience interest. Low open rates may indicate an uninteresting subject.

A/B testing can help determine optimal email frequency. Experiment with different intervals (e.g., weekly, bi-weekly, monthly) and analyze the corresponding metrics (like open rate) to uncover patterns and trends. Using data allows you to make informed decisions and continually refine your email frequency to improve engagement and conversions.

The optimal email frequency

What are the risks of too much frequency?

The risks of sending too many emails are that your subscribers may not have time to read them, resulting in lower open rates and higher unsubscribe rates. In addition, your reputation as a sender can be negatively affected if subscribers mark your emails as spam because they believe they are receiving too many emails from you.

What are the risks of too low a frequency?

One of the risks of low email frequency is missing out on sales opportunities. If you don’t email your subscribers regularly, your visibility is less important. Even if some of your emails are not opened, you are still in their inboxes. Fewer emails also mean fewer opportunities to be seen.

Finally, low email frequency can jeopardize your reputation as a sender. If you send infrequent or irregular emails, you are more likely to be monitored closely by ISPs.

How can you optimize the frequency of your emails?

Here are a few tips to help you optimize your sending frequency without compromising the deliverability of your emails:

Your subscribers are at the center of your communications, so it is essential to provide them with quality content. But to optimize your sending frequency, don’t hesitate to ask them for their opinion. They will be in the best position to tell you what frequency works best for them. You can then segment your mailing list according to the chosen frequency.

Allow your subscribers to change their mailing frequency. This allows them to decrease or increase the frequency of the emails marketing they receive, which can help prevent unsubscribes.

Test as often as possible! The ideal frequency or cadence for one part of your list may be different from another segment.


Finding the optimal email frequency is a critical component of a successful communication strategy. By avoiding over-communication and understanding your audience’s preferences, you can strike a balance that maximizes engagement, open rate and fosters stronger connections with your subscribers.

Remember, it’s not just the quantity, but also the quality and relevance of your content that will keep your audience looking forward to your next email. Continually monitor and adjust your approach to ensure your messages stand out and resonate with your recipients. This will ensure the long-term success of your marketing campaigns.