Two of the common questions email marketers ask is “how frequently should we email our customers?” and “how much email is too much?” The fact of the matter is that email volume and frequency depend on many factors. There really isn’t a one-size-fits-all email cadence, but there are a few methods that will help you get to the frequency that fits your business, customers, and specific needs.
1. Test, test, test!
The best way to determine the ideal frequency for emailing your customers is to test some options. Develop a plan for your testing strategy using a sample segment of your audience; the sample will receive emails at different frequencies while the rest of your audience (a.k.a. the control group) will receive emails at your normal frequency. Run this test a few times and compare the results – they will be able to help you determine how customers react to receiving emails from your brand more or less frequently.
You will want to look across all available metrics to come to a conclusion but you should really focus on open rates, click-through rates, conversions, and unsubscribe rates. You can even incorporate some time-of-day or day-of-week tests into your testing strategy to help determine if there are more opportune times or days when your customers are more inclined to open, click, or purchase.