It's time to sell: How Often Should You Send Marketing Emails?
Email marketing continues to stand out as one of the most effective ways to connect with an audience. It’s cost-efficient, direct, and measurable. But while most businesses know they should use email, one question often causes hesitation: how often should you hit “send”?
In this post, we’ll look at both sides of the equation — why email marketing remains such a powerful tool, and how to figure out the right sending frequency for your audience.
Why Email Marketing Still Works
Even in a world of social media and paid ads, email remains a powerhouse. According to Mailchimp, email marketing offers some of the highest returns on investment of any digital channel. Here’s why:
Direct access to your audience. Unlike social media platforms, you own your list. No algorithm stands in the way.
Cost-effectiveness. Sending campaigns is relatively inexpensive, yet the returns can be significant.
Personalization at scale. Modern tools make it easy to segment audiences and send relevant, targeted content.
Automation opportunities. From welcome series to abandoned cart reminders, automated flows save time and nurture leads while you focus elsewhere.
Measurable results. Every campaign gives you insights into opens, clicks, and conversions — making it easier to refine over time.
The Frequency Question: How Often Is Too Often?
Here’s where the debate begins. Send too many emails, and you risk overwhelming subscribers. Send too few, and you become forgettable.
Experts like Email Marketing Heroes emphasize that there isn’t a one-size-fits-all answer — frequency depends on your audience, your industry, and the type of content you’re sharing. Similarly, The Email Marketers point out that consistency matters just as much as volume: subscribers like to know what to expect.
General starting point:
Many marketers see success with 1–2 emails per week as a baseline.
More frequent sends (several times a week) may work for retailers or content-heavy brands.
Monthly emails might be too infrequent for audiences that expect regular updates.
The key is to balance visibility with respect for your subscribers’ inboxes.
How to Find Your Ideal Cadence
Since no universal rule exists, the best approach is to experiment and let data guide your decision. Here’s a framework you can follow:
Start with a baseline. Begin with one email per week.
Segment your audience. Heavy engagers may enjoy more frequent updates, while less active subscribers may prefer fewer.
Test and measure. Run A/B tests on different frequencies and monitor metrics like open rates, click-throughs, and unsubscribe rates.
Offer choice. Let subscribers pick their preferred frequency (weekly, biweekly, monthly).
Stay consistent. Once you set a rhythm, stick with it so readers know what to expect.
Reevaluate regularly. Subscriber behavior changes over time, so revisit your cadence every few months.
Common Pitfalls to Avoid
Sending too many promos. Mix in educational or entertaining content so every email delivers value.
Inconsistent timing. Irregular sending erodes trust and engagement.
Ignoring unsubscribes. If people are leaving in droves, it’s a signal to adjust.
Neglecting list hygiene. Remove inactive subscribers to keep deliverability strong.
Final Thoughts
Email marketing works because it’s personal, direct, and adaptable. But like any relationship, balance is key. Sending too often can feel like spam, while sending too little makes you easy to forget.
The sweet spot is different for every business. Start with a reasonable cadence, test it, listen to your audience, and refine over time. By combining consistency with valuable content, you’ll find the rhythm that keeps your subscribers engaged and your results growing.