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.