Definition
Frequency optimisation identifies the send cadence that produces the highest total engagement and revenue over time. Sending too infrequently leaves money on the table. Sending too often causes fatigue, unsubscribes, and spam complaints.
Methodology
- Baseline tracking: Measure engagement rates at your current frequency for 4-8 weeks
- Incremental testing: Gradually increase or decrease frequency for a test segment
- Monitor lagging indicators: Unsubscribe rate, spam complaints, and list churn change more slowly than open rate
- Segment by preference: Allow subscribers to choose their preferred frequency
Common Findings
Most brands find their optimal frequency is higher than they expect but lower than they hope. The ideal cadence for promotional emails is typically 2-4 per week for ecommerce and 1-2 per week for B2B. Automated flows are in addition to these counts and generally do not contribute to fatigue.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.