The ROI Potential of Frequency Optimization

As we’ve demonstrated, there is no one-size-fits-all solution when it comes to send frequency. Different types of accounts have different tolerance for email volume. By testing different frequencies for each account type, you can find that “sweet spot” of ROI—the balance between missed opportunity and disgruntled customers.

In the illustration below, we calculated the hypothetical ROI increase that would result from altering the sending frequency for each account type. For Primary accounts, we calculated the effects of sending one additional email each week (increasing from two to three). For Secondary accounts, we calculated the effects of one additional email every other week. (No calculations were performed on Dead accounts.) For each hypothetical scenario, we assume a constant number of subscribers, complaints, and read rate.



Increasing the send frequency for Primary and Secondary accounts resulted in a significant increase in ROI. Keep in mind, however, that this calculation shows only the hypothetical impact on ROI—no other potential effects are considered. To perform a similar test on your own email program, you’ll also need to watch for decrease in total list size and average conversion rate, as well as potential shifts in both in size and in engagement for each account type.

Want to learn more about sending frequency’s effect on your email program? Download Frequency Matters: The keys to optimizing email send frequency.

minute read

Popular stories



BriteVerify email verification ensures that an email address actually exists in real-time


The #1 global data quality tool used by thousands of Salesforce admins


Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality


Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time