Definition
Send frequency is how often you email your subscribers, and finding the right cadence is a balancing act. Too frequent, and you risk fatigue, rising unsubscribes and lower engagement. Too rare, and your audience forgets you and engagement drops.
For most brands, one to four broadcasts per week works well, with transactional and automated emails sent as needed on top. B2B lists often tolerate and expect fewer sends, while engaged B2C audiences can handle more.
There is no universal answer. Sending too infrequently hurts just as much as sending too often. The best approach is to monitor engagement metrics, segment by appetite and let subscribers choose their preferred frequency where possible.
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Frequently Asked Questions
Neither extreme works on its own. The right volume keeps you present without exhausting subscribers. Watch unsubscribe and engagement rates, and segment by how often different groups want to hear from you.
B2B audiences typically prefer 1-2 targeted emails per week, focusing on quality and relevance over volume, since buyers are often busy and tolerance for noise is low.
Signs include rising unsubscribe rates, rising complaint/spam rates, falling open and click rates and growing inactive subscribers. If these appear, pull back the cadence or re-segment.