Email Marketing Bible · 14 of 16
Appendix B: choosing a sending frequency
Principles for deciding how often to send, without a universal number.
What you will be able to do
- Set a frequency you can sustain
- Let behaviour adjust it
- Give subscribers control
Principles
Send as often as you have something useful to say, and as often as you told people you would. Consistency matters more than a particular number.
Signals to reduce
Rising unsubscribes or complaints, falling replies and clicks, and subscribers who stop engaging.
Signals you can send more
Steady engagement and few complaints when you have increased volume gradually.
Preference centre
Let people choose topics or frequency instead of leaving entirely.
Your output: checklist
- ☐ State the promised frequency on the signup form
- ☐ Review complaint and unsubscribe trends monthly
- ☐ Offer a preference option
- ☐ Change frequency gradually
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