Frequency Matters

Email send frequency requires a delicate balance. Send too little and you miss out on sales opportunities, leaving money on the table. Send too much and your customers could become annoyed, leading to complaints, list churn, and deliverability issues.

In this report, we’ll explore the keys to optimizing email send frequency, including:

  • The effects of both under- and overmailing, and how tipping the balance in either direction can undermine the effectiveness of your email program.
  • Commonly held (but highly inaccurate) beliefs related to engagement and subscriber complaints.
  • Key findings from our study of major retailers’ sending frequency and the resulting subscriber complaints.