{"id":4296,"date":"2019-07-23T16:05:02","date_gmt":"2019-07-23T13:05:02","guid":{"rendered":"https:\/\/snov.io\/blog\/?p=4296"},"modified":"2025-09-02T18:43:58","modified_gmt":"2025-09-02T15:43:58","slug":"email-frequency-best-practices","status":"publish","type":"post","link":"https:\/\/snov.io\/blog\/email-frequency-best-practices\/","title":{"rendered":"Email Frequency: Best Practices For Email Marketers"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Email frequency is the line between helpful and annoying, timely and spammy, converting and unsubscribed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sending emails regularly is the solution. But what is <\/span><i><span style=\"font-weight: 400;\">regular<\/span><\/i><span style=\"font-weight: 400;\"> in email marketing? Once a month? Once a week? Every day? What is the perfect email frequency that won\u2019t come across as too much or not enough? We\u2019ll answer all of these questions, describe email frequency best practices for email marketers in 2025 and give you tips to keep your campaigns as converting as they can be.<\/span><\/p>\n<div class=\"table-of-contents\">\n<p class=\"table-of-contents__title\">Outline:<\/p>\n<ul>\n<li><strong><a href=\"#email_frequency_impact\">The impact of email frequency<\/a><\/strong>\n<ul>\n<li><a href=\"#open_rate\">Open rate<\/a><\/li>\n<li><a href=\"#CTR\">Click-through rate<\/a><\/li>\n<li><a href=\"#unsubscribe\">Unsubscribe rate<\/a><\/li>\n<li><a href=\"#conversion\">Conversion rate<\/a><\/li>\n<\/ul>\n<\/li>\n<li><strong><a href=\"#best_practices\">Email frequency best practices<\/a><\/strong>\n<ul>\n<li><a href=\"#expect\"><span style=\"font-weight: 400;\">Let recipients know what to expect<\/span><\/a><\/li>\n<li><a href=\"#contact\"><span style=\"font-weight: 400;\">Build relationships through consistent contact<\/span><\/a><\/li>\n<li><a href=\"#b2c\"><span style=\"font-weight: 400;\">More is more for B2C email frequency<\/span><\/a><\/li>\n<li><a href=\"#automate\"><span style=\"font-weight: 400;\">Automate your campaigns for better control and workflow<\/span><\/a><\/li>\n<li><a href=\"#control\"><span style=\"font-weight: 400;\">Let your subscribers control the email frequency<\/span><\/a><\/li>\n<li><a href=\"#difference\"><span style=\"font-weight: 400;\">Understand the difference between B2C and B2B email frequency<\/span><\/a><\/li>\n<li><a href=\"#benchmarks\"><span style=\"font-weight: 400;\">Know your industry benchmarks to analyze frequency effectiveness<\/span><\/a><\/li>\n<li><a href=\"#segment\"><span style=\"font-weight: 400;\">Segment your audience<\/span><\/a><\/li>\n<\/ul>\n<\/li>\n<li><strong><a href=\"#statistics\">Email frequency in numbers<\/a><\/strong><\/li>\n<li><strong><a href=\"#ideal\">Define your ideal email frequency<\/a><\/strong><\/li>\n<li><strong><a href=\"#on_time\">Be on time with emails<\/a><\/strong><\/li>\n<\/ul>\n<\/div>\n<h2 id=\"email_frequency_impact\"><span style=\"font-weight: 400;\">The impact of email frequency<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email frequency affects your campaign in a variety of ways. Think of it as the main plank in your email campaign. First of all, it influences the open rate. Then, it determines the click-through and unsubscribe rates. Ultimately, you conversion rates depend on it too. The numbers prove it.\u00a0<\/span><\/p>\n<h3 id=\"open_rate\"><span style=\"font-weight: 400;\">Open rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In case you don\u2019t know, <\/span><a href=\"https:\/\/snov.io\/blog\/how-to-increase-email-open-rate\/\"><span style=\"font-weight: 400;\">open rate<\/span><\/a><span style=\"font-weight: 400;\"> is the ratio of opened emails compared to the total amount of sent emails (bounces excluded). So, if you send 118 emails, 18 of them return as <\/span><a href=\"https:\/\/snov.io\/knowledgebase\/what-are-hard-and-soft-email-bounces\/\"><span style=\"font-weight: 400;\">hard or soft bounces<\/span><\/a><span style=\"font-weight: 400;\">, and 10 messages are opened, your open rate will be 10%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The open rate is the first thing affected by the email frequency. By the most popular belief, the more often you send emails, the less value people see in them. Thus, the less they open them and the OR goes down. As a result, all the other rates reduce as well. However, in reality, things aren\u2019t that straightforward. We will explain the differences in B2C and B2B email frequency practices and results further in the article.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No one can say for sure what open rate is the norm &#8211; it <\/span><a href=\"https:\/\/mailchimp.com\/resources\/email-marketing-benchmarks\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">varies<\/span><\/a><span style=\"font-weight: 400;\"> from industry to industry. On average, the OR across all industries is 20.81%. However, even within the same industry the open rate might differ because each prospect list is unique, each group of people is favorable to emails at different times, and each person wants to see a definite number of emails per month.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Set the open rate goal at approximately 20% and always follow your own past campaign stats to notice any sudden changes.\u00a0<\/span><\/p>\n<h3 id=\"CTR\"><span style=\"font-weight: 400;\">Click-through rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Together with the open rate, CTR is one of the key measures of email campaign success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On average, the highest click-through rate is demonstrated by the 1st and 2nd emails sent per week (4.88% and 3.53% respectively for newsletters). At the same time, the more emails are sent per week, the lower the click-through rate. The 14th and 15th emails (sent in one week) show 1.92% and 2.01% respectively.\u00a0<\/span><\/p>\n<figure id=\"attachment_4299\" aria-describedby=\"caption-attachment-4299\" style=\"width: 828px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4299 size-full\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/1-1.png\" alt=\"Number of newsletters per week\" width=\"828\" height=\"844\" \/><figcaption id=\"caption-attachment-4299\" class=\"wp-caption-text\"><em>Source: GetResponse<\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Bear in mind, these are the stats for newsletter email frequency. Personalized email campaigns sent to small lists of highly targeted leads can reach much higher CTR.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aim at an average CTR of <\/span><span style=\"font-weight: 400;\">2.5%<\/span><span style=\"font-weight: 400;\">. If you\u2019re just starting out and aren\u2019t sure which email frequency best suits your industry and product, analyze which frequency usually shows best conversion results first to determine the ideal scenario. You can test and analyze this using a <a href=\"https:\/\/snov.io\/cold-email\"><span data-sheets-root=\"1\">cold email outreach<\/span><\/a><\/span><span style=\"font-weight: 400;\">\u00a0tool, which can monitor the click-through per email easier.\u00a0<\/span><\/p>\n<h3 id=\"unsubscribe\"><span style=\"font-weight: 400;\">Unsubscribe rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The unsubscribe rate is the ratio of people who click the Unsubscribe<\/span> <span style=\"font-weight: 400;\">link or button in the email<\/span><span style=\"font-weight: 400;\"> to the number of people who received and opened an email from you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This indicator is obviously only relevant for inbound campaigns. An unsubscribe rate of around 1% is considered okay within most countries and industries IF you are a novice. But professionals stand their ground: unsubscribe rate of over 0.5% means that you need to work on your emails and reduce the rate. The perfect unsubscribe rate is 0.2%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The main reason why people unsubscribe from you is because they are tired of receiving emails from you (<\/span><span style=\"font-weight: 400;\">69%<\/span><span style=\"font-weight: 400;\"> of people named this reason as the primary reason for unsubscribing). If your unsubscribe rate is growing, it means you need to slow down on the email frequency.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try to stick to the ideal unsubscribe rate of 0.2%. Improve your email content and try to reduce the email frequency if your unsubscribe rate is growing.<\/span><\/p>\n<h3 id=\"conversion\"><span style=\"font-weight: 400;\">Conversion rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Conversion rate is the last but also the most important point under the influence of email frequency. This point is closely tied to the unsubscribe rate. If you\u2019re confident in your email copy, look into the reasons why your conversion rate isn\u2019t soaring. It\u2019s likely that the high unsubscribe rate is your enemy.\u00a0<\/span><\/p>\n<figure id=\"attachment_4300\" aria-describedby=\"caption-attachment-4300\" style=\"width: 828px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4300 size-full\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/2.png\" alt=\"Email frequency\" width=\"828\" height=\"652\" \/><figcaption id=\"caption-attachment-4300\" class=\"wp-caption-text\"><em>Source: GetResponse<\/em><\/figcaption><\/figure>\n<h2 id=\"best_practices\"><span style=\"font-weight: 400;\">Email frequency best practices<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Each business is unique and there\u2019s no one-size-fits-all way to fine-tune your email frequency. But there are a couple of things you can do.<\/span><\/p>\n<h3 id=\"expect\">1. Let recipients know what to expect<\/h3>\n<p><span style=\"font-weight: 400;\">Sending the best email with the most attractive subject line and well-performing CTA means nothing if you send emails so often that the recipients start sending them to the Spam folder out of sheer annoyance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, there are people who would like to get promotional and\/or educational emails daily. But that\u2019s only 15%. Getting bombarded with dozens of emails a week is <\/span><b>the first reason why people unsubscribe<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why you should inform every new subscriber about the amount of emails you are going to send. Better yet, allow them to opt in for exactly the emails\/frequency they want. This will not only let you personalize the experience but also give you a valuable insight into your audience.\u00a0\u00a0<\/span><\/p>\n<h3 id=\"contact\">2. Build relationships through consistent contact<\/h3>\n<p><span style=\"font-weight: 400;\">To build relationships with existing clients, send consistent, regular emails. This helps keep in touch with people who already expect emails from their favorite brands. It can be a weekly or a monthly email, just make sure they are regular enough for people to expect them. This way they are constantly engaged and can be easily pushed closer to a purchase. This works for both B2B and B2C.<\/span><\/p>\n<h3 id=\"b2c\">3. More is more for B2C email frequency<\/h3>\n<p><span style=\"font-weight: 400;\">Email frequency for B2B and B2C couldn\u2019t be more different, so when analyzing the research it\u2019s important to keep your eyes on the prize &#8211; the conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I find Omnisend\u2019s research on this fascinating. They are a company providing marketing services for small and mid-size businesses (up to 5,000 users), and they\u2019ve analyzed the <\/span><span style=\"font-weight: 400;\">frequency at which their clients send inbound email campaigns<\/span><span style=\"font-weight: 400;\">. Here\u2019s what they found:<\/span><\/p>\n<figure id=\"attachment_4301\" aria-describedby=\"caption-attachment-4301\" style=\"width: 828px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4301 size-full\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/3.png\" alt=\"Email frequency\" width=\"828\" height=\"522\" \/><figcaption id=\"caption-attachment-4301\" class=\"wp-caption-text\"><em>Source: Omnisend<\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Most (54%) of their clients send emails 2-4 times per month, 32% &#8211; once per month. Less than 15% send emails over 5 times a month. Nothing unusual here, and the customers\u2019 reaction to the email campaigns was expected:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">the <\/span><span style=\"font-weight: 400;\">highest <\/span><span style=\"font-weight: 400;\">open and click-through rates are shown by the emails sent once a month (28% and 7% respectively)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">in the chart, the next are the emails sent 2-4 times a month: 21% open rate and 5% click-through rate<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">the <\/span><span style=\"font-weight: 400;\">lowest<\/span><span style=\"font-weight: 400;\"> open and click rates are within the campaigns sent approximately daily (20+ times per month): 12% open rate and 2% click-through rate\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But here\u2019s where it gets weird. The analysis also shows that <\/span><b>the more emails are sent per month, the higher the number of orders<\/b><span style=\"font-weight: 400;\"> is performed:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Frequency of 10-19 emails per month (which had one of the lowest ORs and CTRs) resulted in most orders &#8211; <\/span><span style=\"font-weight: 400;\">12.17 orders<\/span><span style=\"font-weight: 400;\"> on average<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Frequency of 5-9 emails\/months resulted in 7.44 orders monthly<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Using 2-4 emails a month resulted in 4.79 orders<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Only <\/span><span style=\"font-weight: 400;\">1.64 purchases<\/span><span style=\"font-weight: 400;\"> were made on average with the frequency of 1 email per month.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you work in the B2C niche and aim to skyrocket sales, don\u2019t concentrate on the open or click-through rates &#8211; follow Omnisend\u2019s stats and try sending emails 10-19 times a month.\u00a0<\/span><\/p>\n<h3 id=\"automate\"><span style=\"font-weight: 400;\">4. Automate your campaigns for better control and workflow<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Regardless of how many subscribers and clients you have, how thoroughly you segment them, or how many email marketers you\u2019ve got in the team, you need a tool to automate monotonous, time-consuming tasks and streamline your workflow.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Automation tools for email marketing are nothing new, but <a href=\"https:\/\/snov.io\/cold-email\"><span data-sheets-root=\"1\">cold email software<\/span><\/a><\/span><span style=\"font-weight: 400;\"> is currently the best. <\/span><span style=\"font-weight: 400;\">It can help you with:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sending campaigns with multiple email flows depending on the recipients\u2019 actions<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adding complex personalization (including any custom variables)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sending from your own Gmail or SMTP<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Scheduling campaigns<\/span><\/li>\n<li>Enhancing your prospect lists with targeted contacts (Snov.io&#8217;s <a href=\"https:\/\/snov.io\/email-finder\">Email Finder<\/a> can take care of that!)<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Controlling email performance and recipient actions at any stage of the campaign<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Editing launched campaigns based on real-time statistics and more<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Mastering drip campaigns can help you nurture leads, automate follow-ups, improve blogger outreach, and free up insane amounts of time that can be spent closing deals with hot leads. You can find out more about all the drip tool features in our <\/span><a href=\"https:\/\/snov.io\/blog\/a-complete-guide-to-snovio-drip-campaigns\/\"><span style=\"font-weight: 400;\">Complete Guide To Email Drip Campaigns<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h3 id=\"control\"><span style=\"font-weight: 400;\">5. Let your subscribers control the email frequency<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Sometimes the best solutions are the simplest: just ask the subscribers to choose the email frequency they\u2019re most comfortable with. Giving them the right of choice will bring down the unsubscribe level.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure the frequency is easy to choose and change. Adding an <\/span><b>Update subscription preferences <\/b><span style=\"font-weight: 400;\">link at the end of your emails is a common practice. Here\u2019s how IFTTT does it.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4302\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/4.png\" alt=\"Email frequency preferences\" width=\"850\" height=\"393\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And here\u2019s a choice Medium offers to their users, besides the offers to receive regular newsletters from selected publications.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4303\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/5.png\" alt=\"Email frequency preferences\" width=\"850\" height=\"478\" \/><\/p>\n<p><span style=\"font-weight: 400;\">This approach has at least four advantages:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">whether subscribers mean to or not, they still spend some time engaging with your brand<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">it shows that you respect their preferences and care about their needs and desires<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">consequently, they become more loyal to your brand<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">it makes segmenting your audience easier<\/span><\/li>\n<\/ul>\n<h3 id=\"difference\"><span style=\"font-weight: 400;\">6. Understand the difference between B2C and B2B email frequency<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We have already talked about B2C email frequency and the unexpected results of experimenting with frequent emails. However, things are completely different for B2B email frequency.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Within the B2B niche, most companies tend to send emails twice a month. Upping that frequency to more than once a week skyrockets the unsubscribe rate. Here, the old and reliable approach of one monthly update with a couple of relevant articles works just fine &#8211; this does not overload the inbox, doesn\u2019t annoy your recipient, provides just enough value for them to appreciate your emails, and keeps you top-of-mind among loyal customers.\u00a0<\/span><\/p>\n<h3 id=\"benchmarks\"><span style=\"font-weight: 400;\">7. Know your industry benchmarks to analyze frequency effectiveness<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To find your ideal email frequency, it\u2019s not enough to know your B2B and B2C email frequency standards &#8211; you\u2019ll only be able to analyze the effectiveness of your email frequency if you know what the average numbers for the click-through rate and spam reporting are in your industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Research by SendGrid found the average <\/span><span style=\"font-weight: 400;\">click-through and spam rates<\/span><span style=\"font-weight: 400;\"> for the most common industries:\u00a0<\/span><\/p>\n<table class=\" aligncenter\" style=\"width: 90%;\">\n<tbody>\n<tr>\n<td style=\"width: 15.8962%;\"><b>Industry<\/b><\/td>\n<td style=\"width: 9.00243%;\"><b>CTR, %<\/b><\/td>\n<td style=\"width: 5.19059%;\"><b>Spam rate, %<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 15.8962%;\"><span style=\"font-weight: 400;\">Business services<\/span><\/td>\n<td style=\"width: 9.00243%;\"><span style=\"font-weight: 400;\">13.3<\/span><\/td>\n<td style=\"width: 5.19059%;\"><span style=\"font-weight: 400;\">0.018<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 15.8962%;\"><span style=\"font-weight: 400;\">Computers and electronics<\/span><\/td>\n<td style=\"width: 9.00243%;\"><span style=\"font-weight: 400;\">38.4<\/span><\/td>\n<td style=\"width: 5.19059%;\"><span style=\"font-weight: 400;\">0.019<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 15.8962%;\"><span style=\"font-weight: 400;\">Consumer services<\/span><\/td>\n<td style=\"width: 9.00243%;\"><span style=\"font-weight: 400;\">10.5<\/span><\/td>\n<td style=\"width: 5.19059%;\"><span style=\"font-weight: 400;\">0.016<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 15.8962%;\"><span style=\"font-weight: 400;\">Media and entertainment<\/span><\/td>\n<td style=\"width: 9.00243%;\"><span style=\"font-weight: 400;\">12.7<\/span><\/td>\n<td style=\"width: 5.19059%;\"><span style=\"font-weight: 400;\">0.012<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 15.8962%;\"><span style=\"font-weight: 400;\">Non-profit<\/span><\/td>\n<td style=\"width: 9.00243%;\"><span style=\"font-weight: 400;\">5.7<\/span><\/td>\n<td style=\"width: 5.19059%;\"><span style=\"font-weight: 400;\">0.011<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 15.8962%;\"><span style=\"font-weight: 400;\">Retail<\/span><\/td>\n<td style=\"width: 9.00243%;\"><span style=\"font-weight: 400;\">14<\/span><\/td>\n<td style=\"width: 5.19059%;\"><span style=\"font-weight: 400;\">0.015<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 15.8962%;\"><span style=\"font-weight: 400;\">Software and internet<\/span><\/td>\n<td style=\"width: 9.00243%;\"><span style=\"font-weight: 400;\">10.1<\/span><\/td>\n<td style=\"width: 5.19059%;\"><span style=\"font-weight: 400;\">0.013<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 15.8962%;\"><span style=\"font-weight: 400;\">Wholesale and distribution<\/span><\/td>\n<td style=\"width: 9.00243%;\"><span style=\"font-weight: 400;\">11.2<\/span><\/td>\n<td style=\"width: 5.19059%;\"><span style=\"font-weight: 400;\">0.013<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Those are the average numbers &#8211; use them as a guide.<\/span><\/p>\n<h3 id=\"segment\"><span style=\"font-weight: 400;\">8. Segment your audience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Using one frequency for all of your list will never work, which is why the main tip we believe everyone should follow is &#8211; segment all your subscribers and clients, as much as you can. The more you segment and adapt your interactions with consideration to the recipients\u2019 <\/span><span style=\"font-weight: 400;\">pain points<\/span><span style=\"font-weight: 400;\"> and desires, the better.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Never treat people like units of data; instead, create <\/span><a href=\"https:\/\/snov.io\/blog\/\"><span style=\"font-weight: 400;\">buyer personas<\/span><\/a><span style=\"font-weight: 400;\"> for each segment to maximize results. Once you have done that, leverage <a href=\"https:\/\/mention.com\/en\/blog\/social-listening-tools\/\" target=\"_blank\" rel=\"noopener\">social listening tools<\/a> to gather deeper insights into customer preferences and behaviors, further refining your segments and tailoring your email content more effectively. This will help you create and send not just the right message but also define the perfect email frequency. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Numbers speak louder than words, so let\u2019s turn to the latest research and experiments results. With this data, it will be easier to define the best email frequency for your business.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">One-third of email marketers prefer to send weekly<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">According to Databox, <\/span><b>33.3% of professionals send email campaigns on a weekly basis<\/b><span style=\"font-weight: 400;\">, 26.67% &#8211; multiple times per month, and 13.33% each &#8211; multiple times per week, daily, and monthly.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4305\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/6.png\" alt=\"Optimal email frequency\" width=\"850\" height=\"945\" \/><br \/>\n<span style=\"font-weight: 400;\">At the s<\/span><span style=\"font-weight: 400;\">ame time, two-thirds of specialists <\/span><span style=\"font-weight: 400;\">said they reduce the email frequency<\/span><span style=\"font-weight: 400;\"> if the recipients do not engage.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Maximum B2B and B2C email frequencies have some commonalities\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As you already know, email frequency practices for B2B and B2C differ a lot. However, when asked about the maximum number of times they contact an email address in a month, answers by B2B and B2C email marketers showed some similarities.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4306\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/7.png\" alt=\"Maximum email frequency\" width=\"850\" height=\"948\" \/><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><span style=\"font-weight: 400;\">DMA Insight: Marketer email tracking study<\/span><span style=\"font-weight: 400;\">, two of the three most popular answers for both B2B and B2C marketers have also been the same. Both B2B and B2C marketers answered <\/span><b>2-3 times a month <\/b><span style=\"font-weight: 400;\">(37% each) and <\/span><b>4-5 times a month <\/b><span style=\"font-weight: 400;\">(25% for B2B and 30% for B2C)<\/span> <span style=\"font-weight: 400;\">as the maximum email frequency they use.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The general tendency is as follows: B2C brands are more favorable to sending emails often (on average weekly or bi-weekly), while most B2B companies tend to send fewer emails (most opting for 1-3 times a month).\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Almost half the subscribers mark emails as spam because they are too frequent<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Having your emails flagged as Spam is one of the problems plaguing every email marketer. So why do subscribers do it?<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4307\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/8.png\" alt=\"Why flag emails as spam\" width=\"850\" height=\"923\" \/><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><span style=\"font-weight: 400;\">TechnologyAdvice survey<\/span><span style=\"font-weight: 400;\">, almost half the subscribers &#8211; <\/span><b>45.8% &#8211; will flag emails as spam if they receive them too often<\/b><span style=\"font-weight: 400;\">. Other reasons for sending emails to Spam are: haven\u2019t purposefully subscribed to emails (36.4%), irrelevant content (31.6%), lack of personal approach (10.4%).<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Subscribers would like less emails and better content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Surprising to no one, that same <\/span><a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/the-surprising-data-about-how-often-to-send-promotional-emails\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">survey<\/span><\/a><span style=\"font-weight: 400;\"> by TechnologyAdvice found that <\/span><b>subscribers would love less frequent emails <\/b><span style=\"font-weight: 400;\">(43.9%), but better content (24.2%) and more personalized offers (23.9%).<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4308\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/9.png\" alt=\"Email campaigns best practises\" width=\"850\" height=\"925\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Customers would love to receive emails at least monthly<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Just because your subscribers want less emails doesn\u2019t mean they don\u2019t want to hear from you at all. As we\u2019ve mentioned, giving your subscribers a chance to choose their own frequency can be a great strategy. To discover exactly what the most preferred email frequency is, <\/span><span style=\"font-weight: 400;\">MarketingSherpa<\/span><span style=\"font-weight: 400;\"> researched subscribers\u2019 preferences and opinions on different email frequencies.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4309\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/10.png\" alt=\"Customer email frequency preferences\" width=\"850\" height=\"1361\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Very few (15%) customers want to receive daily emails. Most popular email frequency preferences turned out to be: <\/span><b>at least monthly<\/b><span style=\"font-weight: 400;\"> (86%), <\/span><b>at least weekly<\/b><span style=\"font-weight: 400;\"> (61%), and <\/span><b>weekly<\/b><span style=\"font-weight: 400;\"> (32%).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The least popular email frequency preferences tuned out to be: <\/span><b>yearly<\/b><span style=\"font-weight: 400;\"> (1%), <\/span><b>quarterly<\/b><span style=\"font-weight: 400;\"> (4%), <\/span><b>thrice a week<\/b><span style=\"font-weight: 400;\"> (4%), and <\/span><b>never<\/b><span style=\"font-weight: 400;\"> (9%).<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Adjusting email frequency to best sending time produces better results<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/snov.io\/blog\/best-time-to-send-email-according-to-science\/\"><span style=\"font-weight: 400;\">numerous research and stats<\/span><\/a><span style=\"font-weight: 400;\">, the <\/span><b>best days to send emails are Tuesday and Friday<\/b><span style=\"font-weight: 400;\">, as they show the highest OR and CTR. Adjusting your frequency for emails to be sent on these days will maximize your open and click-through rates.\u00a0\u00a0<\/span><\/p>\n<figure id=\"attachment_4310\" aria-describedby=\"caption-attachment-4310\" style=\"width: 850px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4310 size-full\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/11.png\" alt=\"average daily email opens\" width=\"850\" height=\"847\" \/><figcaption id=\"caption-attachment-4310\" class=\"wp-caption-text\"><em>Source: <a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/53\/Sales_Offers\/2015_email_report\/2015_Report_-_Best_Times_to_Get_Your_Business_Email_Opened.pdf?t=1535726849380\" target=\"_blank\" rel=\"noopener\">HubSpot<\/a><\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">This can be explained by the schedule of an average worker &#8211; most will try to dig through their mail at the beginning and the end of the work week. Make sure to schedule your emails for a specific time, too. Same research by HubSpot shows the best highest email open rate is around 11 am. Scheduling emails is easy if you use a <a href=\"https:\/\/snov.io\/cold-email\">cold email outreach<\/a><span data-sheets-root=\"1\">\u00a0tool<\/span><\/span><span style=\"font-weight: 400;\">\u00a0&#8211; set a sequence of emails to be sent exactly at the right time without sacrificing the personal touch.<\/span><\/p>\n<figure id=\"attachment_4311\" aria-describedby=\"caption-attachment-4311\" style=\"width: 850px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4311 size-full\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/12.png\" alt=\"Average email opens\" width=\"850\" height=\"777\" \/><figcaption id=\"caption-attachment-4311\" class=\"wp-caption-text\"><em>Source: HubSpot<\/em><\/figcaption><\/figure>\n<h2 id=\"ideal\"><span style=\"font-weight: 400;\">Define your ideal email frequency<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Best practices, numbers, and stats are useful, but a solution that\u2019s right for <\/span><i><span style=\"font-weight: 400;\">your business <\/span><\/i><span style=\"font-weight: 400;\">can only be found by asking yourself the right questions.<\/span><\/p>\n<p><b>What are my goals?<br \/>\n<\/b><span style=\"font-weight: 400;\">You need to formulate your goals as clearly as possible. If your goal is to nurture leads, drive them to a purchase, or to re-engage former customers, sharing relevant and valuable content and offers with them once a week might be your best strategy. If the sales cycle within your field is pretty long, you may need to spread emails further apart.<\/span><\/p>\n<p><b>What is typical for my industry?<br \/>\n<\/b><span style=\"font-weight: 400;\">As we\u2019ve mentioned, knowing what\u2019s normal for your industry will help you set realistic goals and not get too carried away experimenting. If you\u2019re only a novice, analyze your competition &#8211; this will help you start off right.<\/span><\/p>\n<p><b>Is the quality of my leads good?<br \/>\n<\/b><span style=\"font-weight: 400;\">No matter if you\u2019re doing a B2B or B2C email campaign, outbound or inbound, you must <\/span><i><span style=\"font-weight: 400;\">always<\/span><\/i><span style=\"font-weight: 400;\"> make sure your leads are clean and fresh. Even if your email list is only 6 months old, a good chunk of your list will already be invalid, leading to bounces and serious harm to your sender reputation. To clean your list, use an <\/span><a href=\"https:\/\/snov.io\/email-verifier\"><span style=\"font-weight: 400;\">email verifier<\/span><\/a><span style=\"font-weight: 400;\"> that checks for invalid, abandoned, and non-existent emails.<\/span><\/p>\n<p><b>Do I target correctly?<br \/>\n<\/b><span style=\"font-weight: 400;\">The answer must be <\/span><i><span style=\"font-weight: 400;\">yes<\/span><\/i><span style=\"font-weight: 400;\"> and nothing less. If you\u2019re not sure (and even if you are), creating a <\/span><a href=\"https:\/\/snov.io\/blog\/\"><span style=\"font-weight: 400;\">buyer persona<\/span><\/a><span style=\"font-weight: 400;\"> will help. It must contain the buyer\u2019s pain points, their buying motivations and concerns, interests and challenges.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8010\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1.png\" alt=\"email drip campaigns\" width=\"850\" height=\"263\" srcset=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1.png 2028w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1-300x93.png 300w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1-1024x317.png 1024w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1-768x238.png 768w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1-1536x476.png 1536w\" sizes=\"(max-width: 850px) 100vw, 850px\" \/><\/p>\n<h2 id=\"on_time\"><span style=\"font-weight: 400;\">Be on time with emails<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email frequency does not get much credit for campaign success or failure, and it should. Sending too often or not often enough can destroy all your email marketing efforts, no matter how good your content, offer, or service is.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trust in email frequency best practices and research to help you keep you campaign KPIs high:\u00a0<\/span><\/p>\n<ul>\n<li><a href=\"https:\/\/snov.io\/email-warm-up\">Warm up<\/a> your email account to ensure your messages always lend in the inbox.<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">send your B2B campaign emails at least once a month; B2C business are recommended to hit their customers\u2019 inbox at least weekly.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tuesday and Friday are the best days to send emails, especially if your email lands at around 11am.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">segmentation will help you send relevant content and offers, with personalization helping establish long-lasting customer relationships.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">let your subscribers control the frequency and opt-out;\u00a0<\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Know an email frequency tip we didn\u2019t mention in the article? Comment below!<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>To send or not to send? Email frequency best practices for email marketers, all collected in one post.<\/p>\n","protected":false},"author":11,"featured_media":13963,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[472],"tags":[5,15,16,17,21,36],"_links":{"self":[{"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/posts\/4296"}],"collection":[{"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/comments?post=4296"}],"version-history":[{"count":3,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/posts\/4296\/revisions"}],"predecessor-version":[{"id":39727,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/posts\/4296\/revisions\/39727"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/media\/13963"}],"wp:attachment":[{"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/media?parent=4296"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/categories?post=4296"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/tags?post=4296"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}