Email frequency really depends on the industry, audience, and what you’re looking to achieve. In retail, for example, it’s common to email more frequently to prompt sales—at least weekly. However, in many business sectors, this could be considered as too much. You should always take into consideration these three tips to sending out emails:

Compare and Analyse

Look at your competitors, and see how many emails they send in a week. You could set up an email address so that all the competitors’ subscription emails go to this account. Saves your email from being bombarded. You could also check their return-on-investment, and consider learning from them. However, do not blatantly copy their strategy. They may be sending more emails because they have a huge number of subscribers or because they have a specific goal. Your strategy should be customised to your needs.

Nature of product or services.

The number of emails you send depends on what you’re offering to your customers. For example, if you’re selling air conditioners, you would be sending more emails in the summers than in winter. On the other hand, if you’re running a news agency, you would be sending daily emails to keep people informed.

Nature of the email.

You should always know the goal of your email. Are you trying to make people purchase a product, or are you trying to make them fill out a form? Your first email has the highest CTR, which means you have one chance to make it right. Try to come to the point in the first email, unless you’re building curiosity.

Here are more tips on how to set frequency:

Let your customers choose how many emails they wish to receive. You can have this option for example, when they sign up for newsletters, or by starting a poll, or taking payment/setting up an account.

Pay attention to figures. See your opening rates and how many subscriptions and un-subscriptions you’re getting. These numbers will help you bring changes to your plan, if necessary.

Read more about email metrics

Around 32 percent of users unsubscribe due to “irrelevant or useless” email. Do not make the mistake of sending emails just for the sake of it, unless you wish to have fewer subscribers.