Proper send frequency and list hygiene are essential for maintaining subscriber engagement and deliverability. Finding the right balance helps maximize campaign performance while preserving sender reputation.
Understanding Send Frequency
Finding the Right Balance
Set expectations for how frequently you're going to send messages to subscribers and stick with it. You probably don't want to send every day, but you certainly don't want to wait several months between each message you send.
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Too Frequent: Sending emails daily can quickly churn your subscribers and lead to much lower engagement. This can lead to increased unsubscribes, spam complaints, and subscriber fatigue.
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Too Infrequent: This can lead to subscribers forgetting who you are and marking messages as spam. Try to send to your list at least once every few weeks.
Consistency is Key. Regular, predictable sending schedules help build subscriber expectations and improve engagement.
Frequency Best Practices
Setting Subscriber Expectations
When collecting email addresses, clearly communicate your sending frequency to new subscribers. This ensures that subscribers know exactly what to expect, which can increase engagement and help prevent spam complaints.
Signup Forms: Include frequency information ("weekly newsletter" or "monthly updates").
Welcome Messages: Remind new subscribers what to expect and when.
Frequency Preferences : Allow subscribers to choose their preferred frequency. Offering your list a chance to receive messages on their own schedule is a great way to engage your active readers.
Testing Frequency Options
Split Testing : Test different frequencies with segments of your list to see what performs best.
Engagement Monitoring: Watch for changes in open rates, click rates, and unsubscribes when adjusting frequency.
Seasonal Adjustments: Consider how holidays and business cycles affect optimal sending frequency.