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The ideal email send frequency

Friday, March 28, 2014

Every client wants to figure out the “perfect” number of marketing emails they should send: enough to get the best response, not so much that subscribers stop paying attention, or worse, get annoyed. 

Data suggests that sending a new campaign roughly every couple of weeks is optimal.

Sending frequency affects both opens and unsubscribes Unsurprisingly, we find that the highest open rate is always the first send. We also find that the more campaigns you send, the more unique numbers of people will open your campaigns…to a degree. 

We find that the highest overall ‘open rate’ for companies who send over 5 campaigns in a 3 month period with less than 25,000 subscribers is always after the first campaign. The same group has a unique open rate on their 6th campaign of 44%. This corresponds to an increase in unsubscribes and results in a reduction in overall open rate as shown in the graph below.

The good news: after the 6th campaign, almost half of the subscribers have seen at least one of the campaigns and at least 13% of them have clicked.

The ideal send frequency 

As we all know, you can’t just keep sending more and more email. There comes a point where you have to consider reducing returns. As the unique open rate slows, so do the unique clicks. So weigh up your increase in unique opens against how much response you are driving. And weigh the cost of producing campaigns against the potential return of those additional campaigns. 

Bottom line? 

Our data suggests every two weeks is ideal for getting the most people to see your emails without hacking off your subscribers. You should always test to see what works best for you of course. If you’d like to talk to us about looking at your email marking, and hear about some of the amazing success stories, just drop us a line here.


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