Emails Newsletter Frequency Best Practises

Nobody likes spam.

And not I'm not talking about the processed meat product, at least some people love that. Infinitely more people, I suspect, than the number who love the other kind of spam: email spam.

Any email communication send more frequently than your audience is comfortable with is in danger of being considered spam. And it is entirely subjective. What one person considers an acceptable level of outreach from one of their favourite brands can be another person's spam.

How do I know if my sending frequency is too spammy?

Here's a few pointers:

1. Know Your Audience

Survey your subscribers to understand how often they would like to receive your newsletters. Monitor engagement metrics such as open rates, click-through rates, and unsubscribe rates to gauge how your audience is responding to your current frequency.

2. Consistency is Key

Stick to a consistent schedule so your subscribers know when to expect your newsletters, whether it’s weekly, bi-weekly, or monthly. Test different days and times to determine when your audience is most responsive.

3. Content Quality Over Quantity

Ensure each newsletter provides valuable and relevant content to your audience. Avoid sending newsletters too frequently if it compromises the quality or leads to repetitive information.

4. Segment Your Audience

Use segmentation to cater to different preferences within your audience. Implement automated emails based on user behavior, such as after attending an event or making a purchase.

5. Be Mindful of Industry Standards

Follow general guidelines: daily emails for news-heavy or high-engagement niches, weekly emails for most businesses, and bi-weekly or monthly emails for in-depth content, updates, and longer-form articles.

6. Test and Iterate

Experiment with different frequencies and measure the impact on engagement metrics through A/B testing. Regularly seek feedback from your subscribers to understand their preferences and adjust accordingly.

7. Personalization and Relevance

Use data to personalize the content and make it more relevant to each subscriber’s interests. Include dynamic content blocks tailored to individual preferences within your newsletters.

8. Monitor Unsubscribe Rates

Analyze trends in unsubscribe rates. If you notice an increase after changing the frequency, it may indicate you’re sending too often. Use this information to fine-tune your email strategy.

9. Integrate with Other Communication Channels

Coordinate your email newsletters with other communication efforts such as social media, blogs, and events to maintain a balanced presence and avoid overwhelming your audience.

10. Provide Options

Allow subscribers to choose how often they receive newsletters, such as a weekly digest versus a monthly roundup. Offer an opt-down option so subscribers can reduce the frequency of emails instead of unsubscribing completely.