How Often Should I Send Marketing Emails?


Some people think the answer to this might be – never. While others seem to think the right cadence is every single time, I log in to check my email. We believe the answer is somewhere in the middle.

This question has plagued marketers for years and there are a lot of studies out there. We have used the analysis from CoSchedule of 20 different studies to help guide this blog.


How Many Emails Should I Send?

Too many emails, and you’ll scare off potential prospects. Too few emails and you’re missing a huge opportunity. So what’s the magic number?

Unfortunately, there is no single right sending frequency for email marketing. There are a few factors to consider when putting together your email strategy. This includes:

  • Industry

  • How Many Emails in Total Your Company Sends

  • How Active Your Audience Is

  • How Long Your Information is Relevant

Some organizations – like a media outlet, might send a daily or twice daily email. A nationwide craft store sends emails every morning with a coupon that is only good for that day. These are examples of industries that can thrive off a high email frequency.

A company we used to work with sent approximately 2 emails a month. Those emails promoted the blogs, new specials and updated inventory. This company was B2B and the average customer only made 1-2 big purchases a year. This email frequency worked for them because they could utilize the marketing emails to continue to provide value outside of the large purchase times.


What’s the Data Behind Email Send Rates?

86% of companies send 4 or fewer marketing emails a month (or approximately one every week). Keep in mind, the more emails you send a month, the lower your open rates are going to be. At Bluberry Creative, we typically start an email strategy between 1 and 4 emails a month.

43% of consumers say they want fewer emails, but 48% of consumers say they just want better emails. When it comes to email, quality will ALWAYS trump quantity. Make sure your email is relevant and before you hit “send” make sure you ask yourself if you are sending the email for your benefit or for the benefit of your readers.


How Can I Plan My Email Frequency?

The truth is there is no one size fits all amount of emails. You have to figure out what works for you. Test your email frequency to find out what works for you. If you need more support creating your strategy, we are here to help. Contact us today to learn more.


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