Sending newsletters is an art that combines relevant content, attractive design, and, what often goes unnoticed, the ideal frequency. How typically have we wondered if we are sending too many emails or if we should increase the cadence to stay present in the minds of our audience? Finding the perfect balance can be a challenge, but it largely determines the success of our email marketing strategies.
Let’s think about the average customer’s inbox. According to a study by Demandsage, it is estimated that by 2025 the average user will receive more than 120 emails a day. Our newsletters compete for attention in a saturated environment between notifications, promotions, and personal messages. If we send emails too frequently, we run the risk of tiring our audience and increasing unsubscribe rates. On the other hand, if we are too sporadic, our messages could lose relevance.
In this article, we show you how to determine the ideal frequency to send newsletters that best suits our audiences, the common mistakes to avoid, and how to adjust our strategy according to the characteristics of our customers. Because, in short, our campaigns depend not only on what we say, but also on when and how often we say it.
How to determine the ideal frequency for sending newsletters
Defining the ideal frequency for sending newsletters is not a simple task. It involves finding the exact point at which we keep our audience engaged without overwhelming them. To achieve this, we must consider several factors that influence the perception and reception of our emails.
1. Know the objectives of your newsletter
The first step in determining the ideal frequency for sending newsletters is to clearly define the objectives of your newsletter campaign. Each objective may require a different cadence, so it is important to align the frequency with the goals you want to achieve.
Example:
- Informational newsletter: if the goal is to educate your audience on topics related to your industry, a weekly frequency may be appropriate.
- Promotions and offers: discount campaigns or events may require an increase in frequency during specific periods, such as Black Friday.
- Ongoing engagement: if you’re looking to keep your audience engaged with valuable content, a bi-weekly or monthly mailing may be sufficient.
Tip: Before setting the frequency, ask yourself: What action do I want my subscribers to take with this campaign?
2. Analyze your audience data
The secret to effective frequency is in the data. Open rates, clicks, unsubscribes, and other indicators give you clues about how your audience perceives the current frequency of your mailings.
Metrics:
- Open rate: if this decreases over time, it may be a sign that you are mailing too frequently.
- Unsubscribe rate: an increase in unsubscribes may indicate that you are saturating your audience.
- Interactions: if click-through rates are high, frequency is probably adequate.
Tip: Perform frequency experiments to evaluate how your subscribers respond to different cadences.
3. Adjust according to the customer lifecycle
The ideal frequency for sending newsletters also varies according to the stage your customer is at in the sales funnel. A newly recruited prospect may require more frequent mailings to become familiar with your brand, while a loyal customer may prefer fewer mailings but with more exclusive content.
Example:
- A lead generated through a downloaded e-book may receive a series of automated emails in the first few days (known as a “welcome sequence”).
- A repeat customer might prefer a monthly digest with news and benefits.
Common mistakes when determining frequency for sending newsletters
Even the most careful strategies can fall into mistakes that affect the perception of our newsletters. Recognizing these mistakes and avoiding them will build a solid relationship with our audience. Let’s see what we shouldn’t do when implementing a newsletter:
1. Overload subscribers
One of the most common mistakes is sending too many emails in a short period. Although it may seem that a higher frequency increases the chances of conversion, it can lead to subscriber fatigue.
Consequences:
- Increase in unsubscribes.
- Increase in spam complaints.
- Reduction in open and click-through rates.
Example: An e-commerce that sends daily emails during a promotional campaign may saturate its audience, especially if the messages do not offer clear value.
Solution: set clear limits on frequency, based on your audience’s interaction data and preferences.
2. Lack of consistency
At the other extreme, sending newsletters inconsistently can make subscribers forget about your brand. This happens when sending is too sporadic or does not follow a predictable schedule.
Consequences:
- Loss of engagement.
- Reduced brand recognition.
- Reduced trust in your communications.
Example: a blog that sends informative emails once a month, but constantly changes the date of sending, can confuse readers and diminish the impact of your content.
Solution: Create a mailing schedule and stick to it rigorously to generate clear expectations in your audience.
3. Not segmenting properly
Sending the same frequency of emails to all subscribers, without considering their interests or behavior, is another common mistake. Not all users have the same needs or the same level of engagement with your brand.
Consequences:
- Reduced relevance of messages.
- Increased cancellations.
- Decrease in click-through rates.
Solution: segment your audience and adjust the frequency of newsletters according to the interests, location, or interaction history of each segment.
Ideal frequency to send newsletters according to the audience.
Understanding our audience helps us to define the frequency of newsletters. Not everyone has the same expectations, needs, and content consumption habits. Therefore, adjusting the frequency according to the characteristics and preferences of each segment allows us to maintain their interest and, at the same time, maximize the impact of our campaigns.
Let’s see how to establish ideal frequencies for different types of audiences, with practical examples and recommendations that you can implement in your strategies.
1. B2B audiences: focus on relevance and value
B2B audiences tend to be busy professionals, with full schedules and little time to read emails that do not bring them immediate value. In this context, frequency should prioritize content quality over quantity, as their interest is focused on useful and actionable information.
Characteristics:
- They are looking for informative content that helps them solve problems or improve their job performance.
- They have limited time, so they prefer well-structured, to-the-point newsletters.
- They value resources such as reports, technical guides, case studies, and industry news.
Frequency recommendation:
- Optimal frequency: fortnightly or monthly.
- In specific cases, such as software updates or product releases, additional mailings can be added.
Example: A SaaS company that offers solutions for human resources sends a monthly newsletter with industry trends, success stories, and tips for optimizing internal processes. During key periods, such as major updates, they complement this strategy with one-off mailings that explain what’s new.
Tip: Include a summary at the beginning of the newsletter with the highlighted topics to facilitate quick reading and capture attention from the start.
2. Niche audiences: less is more
Niche audiences tend to be smaller, more specialized groups, interested in high-quality content that brings them unique value. In these cases, frequency should be adjusted to ensure that each mailing is relevant and well-received.
Features:
- They value the depth of content and subject expertise.
- They prefer less frequent mailings but with detailed and well-researched information.
- They tend to be loyal if they perceive that mailings consistently meet their expectations.
Frequency recommendation:
- Optimal frequency: monthly or bi-monthly.
- It can be complemented with occasional mailings for special events, such as product launches, webinars, or annual reports.
Example: a financial consultant sends out a monthly newsletter with a detailed analysis of the investment market, including charts, studies, and forecasts. This approach ensures that your subscribers see each mailing as a valuable resource they don’t want to miss.
Tip: Create clear expectations from the beginning. For example, indicate that the mailings will be monthly and focused on relevant topics, generating anticipation on the part of the audience.
3. Additional considerations for all audiences
Although each type of audience has particular characteristics, there are general principles that can help you adjust the frequency of your newsletters according to their needs and behaviors:
a) Advanced segmentation: dividing your audience into groups based on interests, behaviors, and location allows you to personalize content and frequency. For example:
- Frequent shoppers: more regular mailings with promotions and exclusive offers.
- Inactive subscribers: more sporadic emails with incentives to re-engage.
b) Metrics analysis: Continually monitor open, click, and unsubscribe rates to evaluate how each segment responds to the current frequency. If you notice a decrease in interactions, adjust the cadence to adapt to audience preferences.
c) Frequency A/B testing: Perform experiments to identify the frequency that generates the best results. For example, try sending weekly emails to one segment and biweekly emails to another, comparing metrics such as clicks and conversions.
Analysis and optimization of the ideal frequency for sending newsletters
Determining the ideal frequency for sending newsletters also involves constant analysis of metrics, the use of experimentation tools such as A/B tests, and the ability to identify signals. These indicate whether we are sending emails too often or too infrequently. Let’s take a deeper dive into how to measure the impact of frequency and optimize for maximum performance.
1. How to measure the impact of frequency on key metrics
To evaluate whether the frequency of our newsletters is working, we must monitor the metrics that reflect the behavior of subscribers. Among the most important are:
(a) Open rate: it is a fundamental indicator to measure the initial interest of subscribers. Changes in frequency can significantly affect this metric:
- High frequency: can lead to saturation that decreases open rate.
- Low frequency: this can cause subscribers to lose familiarity with the brand, reducing interest in opening emails.
- b) Click-through rate (CTR): measures how many subscribers interact with the links in the newsletter. An inadequate frequency can affect the perceived relevance of the content and, consequently, the number of clicks.
- c) Conversion rate: It measures whether the emails are achieving the desired goal (purchases, registrations, downloads). Changes in frequency can influence subscriber engagement with the final action.
- d) Unsubscribe rate: An increase in unsubscribes is usually a clear sign that the frequency is not adequate:
- Excessive frequency: it bores or annoys subscribers.
- Insufficient frequency: can lead to subscribers not seeing enough value in staying on the list.
Recommended tools:
- Google Analytics: to track conversions and web traffic from your emails.
- Email marketing platforms (Mailchimp, HubSpot, ActiveCampaign): offer detailed metrics on opens, clicks, and unsubscribes.
2. Use A/B tests to determine the ideal frequency for sending newsletters
A/B testing is a tool for experimenting with different frequencies to determine which generates the best results. This approach allows you to make controlled comparisons and base decisions on hard data rather than assumptions.
How to implement an A/B test for frequency:
- Define your segments: divide your subscriber list into two or more groups similar in size and characteristics.
- Set different frequencies: for example, send weekly mailings to one group and biweekly mailings to another.
- Monitor key metrics: analyze the open rate, clicks, conversions, and unsubscribes in each group during a given period.
- Evaluate the results: identify which frequency generates higher engagement and adjust your strategy accordingly.
Factors to consider:
- Duration of the test: be sure to run the experiment for sufficient time to collect representative data.
- Consistency of content: keep the same type of content in both groups to avoid other factors influencing the results.
3. Indicators that you are sending emails too often or too infrequently.
In addition to traditional metrics, there are specific signals that indicate whether the current frequency of your newsletters needs adjustment.
Indicators of too much frequency:
- Increased unsubscribe rates: if more subscribers leave your list, it may be a sign of saturation.
- Spam complaints: users who feel overwhelmed may mark your emails as spam, damaging your domain’s reputation.
- Drop in open rate: A steady decline in opens suggests that users are losing interest.
Infrequency indicators:
- Reduced engagement: users do not open or click on emails due to a lack of familiarity with the brand.
- Low conversion rate: if emails do not generate action, it may be because you are not present enough to stay in the subscriber’s mind.
- Direct feedback from users: some subscribers may express frustration at not receiving enough content or updates.
Tools to monitor these signals:
- Email heatmaps (Litmus, Crazy Egg): to analyze how users interact with your emails.
- Subscriber surveys: ask your audience directly about their perception of frequency.
Current trends in frequency for sending newsletters
The email marketing landscape is evolving, and the trends in newsletter delivery are marked by a balance between personalization, technology, and user expectations. Brands are always looking for new ways to stand out and optimize the frequency of their mailings to maximize impact. Let’s take a look at the most relevant trends that are shaping how companies design and distribute their newsletters.
1. Dynamic frequency based on user behavior
One of the most prominent trends in sending newsletters is the use of dynamic frequency, where the cadence of emails is adjusted according to the behavior and preferences of individual subscribers. This approach relies on the analysis of past interactions, such as opens, clicks, and conversions, to personalize the number of mailings sent to each user.
How it works:
- More active users, who tend to open and click on mailings, receive more frequent mailings to maintain their interest.
- Less active or inactive users receive fewer mailings or targeted campaigns to reactivate them.
Example: an e-commerce uses behavioral data to segment its audience:
- Frequent customers receive weekly mailings with personalized recommendations.
- Users who have not interacted in the last three months receive a monthly email with an incentive to reengage, such as an exclusive discount.
Impact: This approach improves interaction rates, reduces unsubscribes, and increases the relevance of communications.
2. Automation powered by artificial intelligence
Artificial intelligence (AI)is revolutionizing email marketing, allowing companies to automatically adjust sending frequency based on user preferences and behaviors. Advanced tools analyze data patterns in real-time to determine the best cadence for each audience segment.
Benefits:
- Real-time optimization: AI can quickly identify if a user is interacting less with mailings and adjust frequency to avoid fatigue.
- Predictive segmentation: Based on historical analysis, AI predicts how receptive a user will be to future mailings and adjusts the cadence accordingly.
Example: A technology brand uses AI to analyze the buying cycle of its customers. It identifies that users interested in tech devices interact more with mailings sent every 10 days, while occasional users prefer to receive a monthly mailing.
Impact: AI-powered personalization at scale improves customer experience, and optimizes campaign performance by reducing email waste.
3. Valuable content vs. frequent promotions.
Another trend is the shift towards an approach that prioritizes valuable content over constant promotions. Users, tired of promotional mailings, value newsletters that offer them useful information, inspiration, or entertainment. In this context, frequency is adjusted to ensure that each mailing provides real value.
What it entails:
- Instead of sending weekly promotional mailings, some brands opt for a biweekly or monthly format with educational or inspirational content.
- Promotions are subtly integrated into newsletters with valuable content, such as blogs, guides,, or webinars.
Example: A software company sends out a monthly newsletter with practical productivity tips and customer success stories. Promotions are limited to a small section at the end of the mailing, which keeps the focus on educational value.
Impact: This approach improves brand awareness, increases subscriber loyalty, and reduces churn rates.
4. Frequency adjustment according to seasonal events and contexts.
Email campaigns are adopting a more flexible frequency to adapt to specific events, such as peak sales seasons, product launches, or changes in consumer behavior. Rather than following a rigid calendar, brands adjust the cadence according to the needs of the moment.
How it works:
- During periods of high demand, such as Black Friday or year-end sales, companies increase the frequency of their mailings to maximize sales.
- During quieter times, the frequency is reduced to avoid saturating subscribers.
Example: A fashion e-commerce sends daily mailings during a week of promotions, highlighting different categories each day. After the campaign, it reduces the frequency to a weekly mailing to avoid user fatigue.
Impact: This seasonal approach maintains user interest at the most important times and ensures that campaigns are relevant in specific contexts.
5. Trend towards “less is more”.
In contrast to the increased frequency of certain campaigns, many brands are adopting the “less is more” philosophy. This involves reducing the amount of mailings sent to focus on highly segmented messages and meaningful content.
What it implies:
- Send fewer mailings, but with greater personalization and relevance.
- Use interaction data to identify which users prefer to receive fewer emails.
Example: A financial consultant reduces its newsletters from biweekly to monthly, focusing on sending detailed analyses on economic trends instead of multiple emails with superficial information.
Impact: This strategy improves the perception of quality, generates higher engagement, and reduces unsubscribe rates.
Conclusions
Determining the frequency of newsletters is to strike a balance between your brand’s objectives and your audience’s expectations. That’s why analyzing data, segmenting your subscribers, and adjusting the frequency according to the context and specific needs are crucial to achieving effective campaigns.
Remember, more is not always better. The ideal frequency for sending newsletters keeps your audience interested and engaged, without overwhelming them. And while finding that balance may require testing and tweaking, it’s worth the effort. A good frequency strategy improves open, and click-through rates strengthens your relationship with your subscribers, and builds trust and long-term loyalty.
