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How often should brands send marketing emails?
That’s a common question without a single definitive answer.
But, you’re responsible for establishing your company’s email schedule and managing the marketing calendar. If your boss asks, “Are we sending emails at the best possible frequency,” you can’t say, “That answer is unknowable, young Jedi.”
That’s not a helpful response. And it’s condescending to your department head (and you want to keep your job).
Plus, if your email frequency isn’t optimized, you might be missing opportunities to convert more leads (or stop chasing away those currently in your funnel).
Your list is an invaluable resource, and how often you send to it matters. The best schedule will vary from business to business, but you need a starting point and data to compare against.
In this post, you’ll learn what 20 different companies discovered when they tried to answer this question. By the time you’re done, you’ll be prepared to plan a complete email schedule optimized for frequency and pacing. It’ll all be backed by real data, and ready to be fine-tuned based on your own performance.
Use the right tools for the right job. To help you get started managing an effective email schedule, here are three templates to use:
The easiest way to map out your email schedule is on a calendar integrated into a holistic marketing management platform. With its new email marketing integrations, that platform is CoSchedule.
With Email Marketing from CoSchedule, you can:
With Email Marketing, you can easily connect your preferred email platform (MailChimp, Campaign Monitor, Constant Contact, and ActiveCampaign) to CoSchedule with just a couple clicks. Here’s how you can get started.
So, where did all the research in this post come from? Here’s a breakdown of all 20 studies and posts:
That’s a lot of difference perspectives, from all different types of sources. This ensures the advice in this post isn’t all coming from one perspective, while reflecting the diversity of opinion and thought on this topic.
For comparison purposes, here are some benchmarks gathered by the folks at SendGrid, based on their own original research (based on “50 billion messages to over 100,000 different senders in the top 25 industries who sent email through SendGrid”:
A few things to point out straight off the bat:
What does this tell us? We can make a few educated guesses:
This lines up with some other findings this post will dig into a bit later on.
Now, if you’re already sending marketing emails, you might be worried about adjusting your frequency. After all, if you don’t know what might happen, you may not want to risk something going wrong.
But, fortune favors the bold. If you really want to know what works, you’ve got to be willing to experiment at least a little bit. To alleviate potential fears, though, here are four possible outcomes that Campaign Monitor says can occur.
Even worse, SPAM reports might go up, too. So, take that as a warning not to go overboard.
That data aligns with possible solutions:
Citing (gated) data from Return Path, Campaign Monitor’s post reports that engagement could drop if too many low-value emails are sent. Not only could opens drop and unsubscribes increase, but even people who stick around might just disengage.
You make a change and … nothing changes. That’s … okay? Sort of? What this means is it’s time to test another variable.
When you start testing, some things might not go your way. But, once you start to see positive movement, keep at it. The results are worth the effort.
In Campaign Monitor’s post, they highlight Aviva, an insurance company based in the UK. They were only emailing their list once a year.
You read that right.
But, then they increased their frequency. You’ll never believe what happened next:
Those are some awesome results, and they never would have been achieved without pushing past status quo and the fear of change.
As the introduction established, this is tough to nail down definitively for all types of companies and situations across the board. But, there are some basic truths that generally hold true. Plus, different studies show different findings that may be useful in finding the best answer for you.
The answer might be “yes” to all of the above. But, that depends on your business, and who you’re asking.
According to the DMA:
This doesn’t explicitly state which frequency works best, but it does offer several useful insights:
So, from this data, we can sketch out some rough guidelines:
Interestingly, a slim minority (if any) answered in a way that could imply they’re sending email every day. This approach may be more common for bloggers or news publishers sending daily post updates (while this study is focused on brand marketers).
Other reports offer less definitive suggestions. Here’s a roundup on their thoughts:
Other studies hint at some more concrete recommendations (in some cases, they’re even based on real-world examples).
Over on the Crazy Egg blog, Jeremy Reeves says:
You will make more money if you communicate with your prospects and customers more often.
That’s a bold statement. He further clarifies that most businesses will fall into one of three camps:
You can then determine which of these descriptions sounds most like your situation. Then, start from there, and adjust based on performance. But, lean toward sending as much as you can before performance starts to dip.
Once you have a frequency that works, it’s best to stick with it (once you’ve tested and optimized for performance, of course). MailPoet says:
Ultimately, the answer comes down to reader expectations. If your subscribers expect to receive one email per month, they’ll be irritated when you start sending them 3 new emails every week. On the other hand, if you make it clear that your newsletter will be more frequent (daily or weekly), your subscribers’ expectations will be aligned – they will expect to get a lot of email from you.
They continue later on to say:
Writing content is tough and having a schedule makes it easier.
That tells you two things:
EventBrite has some good insights here (as to be expected, since events are what they do).
On a basic level, their advice follows what can be found elsewhere:
Standard stuff so far. Their more in-depth report (which is gated), however, adds this:
So, if you’re promoting an event, don’t go overboard with emails. One (or maybe two) per week should be sufficient to get you started.
From all this curated research and advice, here’s a condensed version that attempts to outline some guidelines and starting points for optimizing how often you send to your email list.
Now, if you rely 100% on recommendations someone else gave you, you’ll never know if you’re actually delivering email as often as you really should be.
The best way to get that answer is to take direction from best practices as a starting point, and then adjust according to your own data (even if that means eventually ditching your original schedule completely).
Data talks and the rest walks.
And tailor it to the type of organization you’re in.
Then, track the following metrics (for one month for bloggers, publishers, and B2C companies, or 90 days for B2B companies):
Create a spreadsheet where you can keep this all organized easily (<— or click this link, then click File > Make a Copy):
Next, track performance over 30 days. Make note of the following:
In order to track email marketing performance per email, use your email service provider’s built-in analytics. Here’s where to find documentation for each of the most popular services:
To find email referral traffic (and website or blog conversions generated from that traffic), you’ll need to use Google Analytics.
First, make sure your Google Analytics is properly configured. Follow this help doc from Google if you’re unsure (you’ll probably need a developer’s help).
Second, visit your account and click through Acquisition > All Traffic:
Third, click Channels and find Email:
Fourth, make sure to adjust your dates according to which time period you’re gathering data on.
Fifth, pay attention not only to which days of the week you sent email, but the times those emails were sent, and how many other emails you sent that day. Then, keep this up over another month or two. Monitor changes in performance closely, and fine-tune your email schedule moving forward.
This can turn into a thorny issue.
You don’t want to aggravate your entire list to the point where they unsubscribe. Even worse, you don’t want to be marked as SPAM, either.
There will be times where you are at fault, and you did screw up, and people do have grounds to complain. At the same time, there will always be people who complain, for one reason or another.
Before you throttle your frequency at the first sign of annoyance, consider the following.
Some people may have different wants from your email. One subscriber might want daily updates, whereas another might only want weekly messages on certain topics.
Fortunately, most email service providers make this easy to manage. Follow the appropriate guide for yours:
That way, someone who might have otherwise left your list, can instead customize what they do (and don’t) get, and how often.
Now, you can expect some amount of unsubscribes to happen. Not everyone will stick around on your list forever.
That’s the harsh truth.
But, that’s okay as long as you’re driving profitable results from your email marketing. This is where it becomes key to know whether you’re sending too much email.
If your unsubscribe rate seems unusually high, and your opens, clicks, and traffic are in decline, it may be time to slow your roll. Of course, there are a number of other culprits that could be to blame, too:
Amongst these (and many other) possible issues, your frequency rate is definitely something that should be put under a microscope. Try slowing your roll for a while and see if numbers pick up. If problems persist, isolate other issues, strive to improve them, and see what happens.
But, avoid rushing to assume you’re failing because you’re sending too much email, before you have data to support that hypothesis.
Conversely, if you send more email, and traffic, conversions, and the like increase, then ignore unsubscribes and complainers. As long as people are buying from you at a strong rate, the benefits outweigh losing those folks over the long term.
The best way to map out your email sends is on a calendar. That’s why there’s one included in this post that looks like this:
It includes fields to track your sending dates, plus all other pertinent details for emails you might send. Plus, it can easily be uploaded to Google Sheets or Office 365 for team collaboration.
Which leads into your next option: CoSchedule.
As an all-in-one marketing management platform, CoSchedule’s email integrations make it possible to schedule email marketing alongside all your other projects and campaigns. This is particularly useful considering emails are often part of broader campaigns (you need something to promote before you can send an email in the first place, after all).
Locate your Integrations page and find the right email provider (CoSchedule integrates with MailChimp, Campaign Monitor, Constant Contact, and Active Campaign):
Then, select a day on your calendar and select Email Marketing:
Next, create your email content on the calendar:
Build the email in your ESP. Once it’s ready to go, the send date and time will be accurately reflected in CoSchedule:
And you can see your email in context with other campaign pieces using Marketing Campaigns. Check out this full walk-through to get the 411 on how it works:
Hopefully, this post has helped clear the mystery around how often you should be sending emails. You’ve got all the information you need to start tweaking your frequency, and some tools to help you manage it all, too. Have questions or more tips to share? Drop us a comment and start the conversation.
May 14, 2018
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