Marketers are always umming and erring over how often they should send an email, but unfortunately, there isn’t a straightforward answer to this. Finding the right email sending frequency requires careful consideration depending on both your business and your audience. Here are some important factors to think about.
Not all customers are the same, and that includes how often you should send to them. Generally speaking, your most engaged customers who are opening the majority of emails can achieve a higher frequency than others. And not sending for a few weeks to those inactive users can sometimes help to re-engage with them when you do send again.
Test with control groups
If you chop and change your frequency you will never get a true picture of how effective your chosen frequency is. Instead, put a percentage of your audience into a controlled cell which get the different frequency, and after a period of time measure the change in behaviour – have those which got a higher frequency purchased more often from you?