Email Marketing Frequency Best Practices in 2020 | SmartrMail (2022)

By Aaron Wiseman June 27, 2019 Case Studies 0 Comments

We get asked a lot of questions about email marketing. But if there’s one question we get asked more than anything else, it’s how often to email customers.

Questions about email frequency (also known as email cadence) dominate discussions we have about marketing strategy with our users. And if one thing’s clear from these discussions, it’s that merchants are concerned about getting their send frequency right.

We understand this concern.

Send too many emails and you become another spammer who just annoys their subscribers causing them to unsubscribe. On the other hand, send too few emails and your email list will become disengaged and start forgetting your brand.

It can be hard to find the sweet spot. Especially for small businesses who are only just starting to send out email campaigns.

Acquiring the first few hundred email addresses isn’t a walk in the park so new merchants don’t want to tarnish the relationships they’ve built. Particularly when these early subscribers usually represent the most loyal and engaged people on an email list.

That’s why we’ve decided to take a look at the data we have on email frequency statistics.

(Video) Email Frequency Best Practices 2022✔️ | Email Marketing 2022

SmartrMail has thousands of e-commerce merchants sending emails with us to over 100 million subscribers. Most of these merchants have small to medium sized businesses, which makes our data perfect for similar merchants to gain smart insights from.

Email Frequency Statistics

While our users are spread out around the globe and sell a variety of merchandise, there’s a clear trend in how often they email their customers.

To get an idea of how often merchants are emailing customers, we’ve decided to just look at bulk email campaigns. We’re not taking into consideration automated campaigns like welcome series, abandoned cart or order confirmation emails.

These triggered emails are not sent to everyone on an email list and are only sent when a particular subscriber meets certain criteria. So the frequency of these emails depends on the individual subscriber.

If they’ve agreed to receive marketing emails after making a purchase, then they’d receive a higher than usual number of emails in the first few weeks. After all the order and shipping confirmation, welcome and post-purchase followup emails are sent, the frequency of new emails drops off dramatically.

To prevent this from skewing the results, all automated emails have been excluded. So keep in mind that all of the following statistics only concerns bulk newsletters.

With that caveat out of the way, looking at how often users send bulk emails, we get the following results.

Email Marketing Frequency Best Practices in 2020 | SmartrMail (1)

Typically merchants are only willing to send between one and four bulk email campaigns per month to their subscribers. This is roughly up to a single email per week.

Nearly one in five merchants are sending between five and eight bulk emails per month, or between one and two times a week. Hardly anyone is sending more than 16 emails a month, which would translate as at least one email every second day.

Clearly merchants tend to be conservative in how often they’re emailing customers.

The question however is whether ecommerce email marketers need to be this cautious? Are those emailing their customers more regularly achieving better results than those holding back?

How Often Should You Send Email Marketing?

Now that we’ve looked at how often merchants are emailing customers, it’s time to look at how subscribers are responding to these frequencies. From this we can then determine what the email marketing frequency best practices are.

(Video) Email Frequency Best Practices - How Often Should I Email My List?

Open Rates

By taking a look at open rates and comparing it to the average number of email campaigns sent per month, we get the following results.

Email Marketing Frequency Best Practices in 2020 | SmartrMail (2)

From this, the best results are achieved by merchants sending between four and eight emails per month.

Those sending between nine and 16 achieve a similar open rate to merchants who send fewer than one per month. Open rates then drop off a cliff as soon as you start sending more than one email every second day. This is strong evidence that your subscribers do not want daily emails from you.

Click Rates

A slightly different story emerges when you take a look at click rates.

Email Marketing Frequency Best Practices in 2020 | SmartrMail (3)

Here we still see that sending between four and eight emails a month is optimum. However sending less frequently appears to be nearly as bad as over sending.

This highlights the need to keep your email list engaged by sending regularly. If you send less than four emails monthly, you run the risk of them losing interest in your content and no longer clicking through to your site.

It also reaffirms the risk of sending too many emails. Send an email every second day or more and engagement plummets.

Sales

Opens and clicks are great, but in e-commerce the most important metric is how many sales your email campaigns are bringing you.

When we take a look at how a merchant’s monthly average number of bulk emails affects the number of sales they receive, we see an interesting pattern.

Email Marketing Frequency Best Practices in 2020 | SmartrMail (4)

The percentage of clicks that result in a sale appears to follow a clear downwards trend. The more often you send bulk email marketing campaigns, the more clicks it takes to generate a sale.

At first glance this appears to suggest that even weekly emails is too much. But let’s fully unpack the results.

Your customers are only ever going to spend so much with your store. While you can encourage them to make more purchases, there’s a point at which they’re not going to spend anymore.

(Video) email marketing best practice email marketing best practice top 7 email campaigns of 2022

Sending more emails isn’t going to push someone past their spend limit.

The question is how many emails does it take to get your subscribers to this point.

If this point was reached at one email per week, then you’d expect the sales conversion rate to be 50% lower for between four and eight emails per month. Seeing as you’re sending double the number of emails without increasing sales.

However this is not what we see. Instead the reduction is smaller, suggesting that sending more than one email has a slight positive effect on sales. In other words, sending two emails a week increases sales, but doesn’t double sales compared to only one.

Here we see the effect of diminishing returns. Each additional email you send does a worse job at generating extra sales than the email before it.

Very quickly you get to a point where sending emails more frequently doesn’t bring in more sales at all. Eventually it’ll end up hurting your sales as people disengage and unsubscribe from your emails.

How Many Email Blasts Are Too Many?

So what does all of this mean? How many emails are too many?

It seems that between one and two emails a week is the sweet spot.

Ultimately your optimal frequency will depend on your store and subscribers, but this is a good starting point.

While you might be able to get away with sending an extra weekly email, pushing out any more definitely gets you into spammer territory. And if you’re still thinking of doing this, remember that receiving too many emails is the number one reason people unsubscribe from lists.

Email Frequency Best Practices

When it comes to best practices for how often you send email marketing campaigns, there are a few things to keep in mind:

  • Try to send at least one email per week. Otherwise you’re missing out on sales opportunities and your list will become disengaged.
  • Sending one to two bulk emails a week is ideal for most merchants, especially if you’re just starting out with email.
  • Sending an email every second day (or even more often) will drastically lower engagement levels without generating more sales.

Of course, every store is unique. If you’d like to dig deeper into what’s best for your store, we also have a guide on how to determine your store’s optimal send frequency.

(Video) Email Marketing Frequency as one of the biggest challenges | Marketing Done Right | Rui Nunes

The one thing to keep in mind, above all else, is to ensure that you’re delivering value with your emails. Whether it’s great content or personalized offers, as long as your subscribers continue to receive something of value, most will continue to engage with your campaigns.

Hopefully this helps achieve your email marketing frequency best practice.

If you’re looking for more marketing statistics to help you with your email marketing, we have also taken a look at the best time to send your email campaigns.

Email Marketing Frequency Best Practices in 2020 | SmartrMail (5)
Email Marketing Frequency Best Practices in 2020 | SmartrMail (6)
  • Frequency
  • When to Send Emails

FAQs

What is a good frequency of email marketing? ›

Most experts agree they get the best experience from their email marketing when they send one or two emails per week. Your optimal frequency depends on your subscribers and your store, but it might be a good idea to start with one or two a week and work up.

Is Email Marketing Still Effective in 2020? ›

Email Marketing is Highly Effective (When Done Right)

And, according to the Content Marketing Institute's 2020 B2C Benchmarks, Budgets, and Trends report, content marketers rate email newsletters as their highest performing content type for securing and nurturing leads.

What 14 studies say about the best time to send email? ›

Morning between 9–11 a.m. is definitely the best time to send email according to Campaign Monitor's research. It looks like there is a peak at 10 a.m. Campaign Monitor sums it up by saying that 53% of emails are opened during the workday between 9 a.m.–5 p.m.

How often should you send emails to customers? ›

A good approach could be to send emails twice a month and then up it to weekly. If you've got great content, or ever-changing offers, or regular promotions, then consider sending emails two to three times a week.

How many emails should you send per day? ›

If you want to ensure your emails reach their destination inboxes and stay out of spam folders, you should limit the total number of emails per day that you send to up to 200 per day for most email platforms.

How can I improve my email marketing performance? ›

8 Ways to Improve Your Email Marketing Performance
  1. Scrub and verify your email list regularly. ...
  2. Personalize the email to each recipient. ...
  3. Use emojis in your subject line. ...
  4. Test multiple deployment times. ...
  5. Build a double opt-in list. ...
  6. Segment your email list. ...
  7. Use a custom responsive email template.
5 Dec 2016

What methods are best practices for managing time through handling your business email? ›

Time Management Tips
  • Set aside time specifically for responding to non-urgent emails.
  • Process email inboxes in batches (by time)
  • Process mail once a day.
  • Regularly schedule salvos of your inbox.
  • Always keep your inboxes organized and filed.
  • Don't allow emails to back up.
  • Automate your email systems.

What is a best practice for sending an email communication from a brand? ›

ANSWER: Identifying the brand name. Explanation: Identifying the brand name is a best practice. You can also include an employee's name but always with the brand name.

Is email marketing still important in 2022? ›

Absolutely! It is more relevant now than ever before. Research shows us that email is still the best channel to reach people on, ahead of other channels, even with the increase in popularity of social media and other messaging platforms. Email users are anticipated to continue growing.

Is email marketing still worth it in 2022? ›

So, is email marketing still relevant in 2022? Yes, without a doubt. As you can see, the relevance of email marketing strategy shouldn't be a question at all. It is still the most direct line to internet users today, and it's effective too.

How many emails does the average person receive per day 2022? ›

Number of sent and received e-mails per day worldwide from 2017 to 2025 (in billions)
CharacteristicE-mails sent and received in billions
2023*347.3
2022*333.2
2021*319.6
2020306.4
5 more rows
12 Sept 2022

How many marketing emails are too many? ›

If your list is less than 2,000, sending out 4 to 8 emails a month would be the maximum recommended. If you are an eCommerce company with 10,000 or more subscribers sending out daily emails might be a good strategy. Remember that you can expect attrition of your list every time you send out an email.

What is the best time to send email marketing 2022? ›

Data show that the best time to send your email is during the morning, and more specifically, between 9-11 am. Moreover, data also indicate that sending emails from 1 pm to 2 pm is also a great alternative if you don't want to target your audience during the morning hours. 2.

What are the good times to send emails? ›

Sendinblue's research uncovered two good times to send emails: 10am and between 3pm and 4pm. These times may not be surprising. At 10am, most people are already at work and trying to get some things accomplished, eventually checking their email inbox and going through their unread messages.

How many emails is a good email list? ›

Research shows that on average if your list size is less than 2000, you should send no fewer than four emails, but not more than eight emails per month. If you receive around 100 subscribers each week but lose approximately 20 subscribers with each email sent, you should not send more than five emails every week.

What is the most preferred sending frequency among recipients generally? ›

So, What is the Best Sending Frequency For Marketing Emails and Newsletters?
  • Once Per Month: 18% (B2B), 3% (B2C)
  • 2-3 Times Per Month: 37% for both B2B and B2C.
  • 4-5 Times Per Month: 25% (B2B), 30% (B2C)
  • 6-8 Times Per Month: 7% (B2B), 11% (B2C)
  • More Than 8 Times Per Month: 5% (B2B), 14% (B2C)
14 May 2018

How many emails are too much? ›

More than 50 emails overwhelms employees, survey says.

How many emails do you need for a response? ›

The same study found that sending 1 to 3 emails in sequence got a reply rate of 9 percent, while sending 4 to 7 got an average reply rate of 27 percent. It's a major indication that persistence and consistency can be very rewarding in sales emails.

How many emails should be in a sequence? ›

People understandably want to know how many emails they should create within a sequence. It's a good idea to plan for four to six spread out over one to two months.

How many follow up emails is too many sales? ›

According to a study by Brevet, 80% of sales require an average of five follow-ups in order to close the deal. However, 44% of sales reps follow up with a prospect only once before giving up. After four follow-ups, 94% of salespeople have given up.

What are three best practices for ensuring that your email marketing strategy is effective? ›

Email marketing best practices include guidelines like using double opt-in email sign-up, sending a welcome email, avoiding no-reply email addresses, personalizing emails, A/B testing your content, segmenting your audience, optimizing your sendouts for mobile email clients, and cleaning your email list.

How do I increase email content? ›

Let's take a look at 18 different ways you can improve your email content.
  1. Always deliver value. ...
  2. Explain why content in your emails are relevant. ...
  3. Ask for feedback. ...
  4. Add videos or GIFs. ...
  5. Feature upcoming promotions and discounts. ...
  6. Send personalized content. ...
  7. Delight your subscribers. ...
  8. Regularly clean your email list.
1 Oct 2020

How do I engage more emails? ›

Well, quotes apart, here we go:
  1. Make Sure to Send a Traditional Welcome Email. ...
  2. Make a Good First Impression with an Enticing Subject Line. ...
  3. Add a Personal Touch to Increase Click-through Rate. ...
  4. Avoid Generic Messaging and Offer Real Value to Your Subscribers. ...
  5. Utilization of Interactive Content to Increase Interaction.
7 Aug 2020

What is the best advice for organizing email messages? ›

Tips for effective email organization
  • Move emails into labeled folders. ...
  • Categorize each email. ...
  • Delete emails that are no longer relevant. ...
  • Schedule time each week to organize your emails. ...
  • Respond right away. ...
  • Convert the email to a task. ...
  • Create rules to automatically file or archive certain emails.

How do you handle too many emails at work? ›

6 tips for handling work emails
  1. Communicate through other means. ...
  2. Allot time to manage the overload. ...
  3. Be aggressive—delete and archive. ...
  4. Use your email folders! ...
  5. Write better emails to get responses quickly. ...
  6. Have more efficient meetings.

What are the basics of email etiquette? ›

Rules for email etiquette
  • Use a clear, professional subject line. ...
  • Proofread every email you send. ...
  • Write your email before entering the recipient email address. ...
  • Double check you have the correct recipient. ...
  • Ensure you CC all relevant recipients. ...
  • You don't always have to "reply all" ...
  • Reply to your emails.

What in your opinion are the top 5 best email marketing practices? ›

Email Marketing Design and Content Best Practices
  • Keep your email design consistent and on-brand. ...
  • Write a subject line your recipients can't ignore. ...
  • Write clear, friendly, and engaging email copy. ...
  • Incorporate multimedia elements. ...
  • Amplify your customers' voices. ...
  • Stop using no-reply From names. ...
  • Send a stellar welcome email.

What is the concept of best practice? ›

A best practice is a standard or set of guidelines that is known to produce good outcomes if followed. Best practices are related to how to carry out a task or configure something. Strict best practice guidelines may be set by a governing body or may be internal to an organization.

What is the importance of email marketing? ›

Email marketing allows you to regularly stay in touch with customers and website visitors. Proven buyers also appreciate being kept up-to-date with the latest products and promos. Studies show it costs five times more to acquire a new customer compared to retaining an existing customer.

How many marketing emails are too many? ›

If your list is less than 2,000, sending out 4 to 8 emails a month would be the maximum recommended. If you are an eCommerce company with 10,000 or more subscribers sending out daily emails might be a good strategy. Remember that you can expect attrition of your list every time you send out an email.

How many emails are too much? ›

More than 50 emails overwhelms employees, survey says.

How many cold emails should you send per day? ›

The rule is to start small (10 - 20 emails per day) and gradually increase your sending volume while keeping an eye on your deliverability and reputation.

How often should you email B2B? ›

B2C: Consider sending email bi-weekly to weekly. 67% of B2C companies send email 2-5 times per month. That would loosely fit a bi-weekly or weekly schedule. B2B: At least one email per month, and no more than five, appears to be considered an acceptable range.

How many emails is a good email list? ›

Research shows that on average if your list size is less than 2000, you should send no fewer than four emails, but not more than eight emails per month. If you receive around 100 subscribers each week but lose approximately 20 subscribers with each email sent, you should not send more than five emails every week.

How many emails can I send per week? ›

Email Frequency Best Practices

Try to send at least one email per week. Otherwise you're missing out on sales opportunities and your list will become disengaged. Sending one to two bulk emails a week is ideal for most merchants, especially if you're just starting out with email.

How many emails should you have? ›

Therefore, for every user, we recommend having at least four different email addresses for all of the resources they access on the internet.

How do I manage 100 emails a day? ›

10 Ways to Manage Your Email Inbox—According to People Who Get 100+ Emails a Day
  1. Only Keep Emails Requiring Immediate Action in Your Inbox. ...
  2. Create a “Waiting Folder” for Action-Pending Emails. ...
  3. Make Subfolders or Labels Your New BFF. ...
  4. Set Inbox Rules or Filters. ...
  5. Use Your Calendar to Track Emails That Require Follow-up.
19 Jun 2020

How do you handle a lot of emails? ›

How to deal with (way) too much email
  1. Close your email when you are done.
  2. Unsubscribe from marketing emails and app notifications.
  3. Use rules/filters, labels, and folders.
  4. Get a spam filter (or enable it)
  5. No file attachments, please.
  6. Purge everything you don't need.
  7. Don't CC when you don't need to.

How many emails do you need for a response? ›

The same study found that sending 1 to 3 emails in sequence got a reply rate of 9 percent, while sending 4 to 7 got an average reply rate of 27 percent. It's a major indication that persistence and consistency can be very rewarding in sales emails.

How many emails should be in a sequence? ›

People understandably want to know how many emails they should create within a sequence. It's a good idea to plan for four to six spread out over one to two months.

How many times should I email a prospect? ›

"If you're cold-emailing, an average of three sales emails sent over the course of a couple of weeks is usually enough to get a good idea whether a prospect is ever going to be interested in what you're offering.

What is the most preferred sending frequency among recipients generally? ›

Most (54%) of their clients send emails 2-4 times per month, 32% – once per month. Less than 15% send emails over 5 times a month.

How long should an email campaign last? ›

Changing creative every 45-60 days is ideal. Research shows that 45 days is about how long it takes a consumer to retain and recall information.

What is the best time to send email campaign? ›

The morning may be the best time of day to send marketing emails: 10am ranks highly for open rates in a number of sectors. However, the afternoon can also yield good results. The best solution is to test out a range of email times and see how your audience responds.

Videos

1. How to Master Email Marketing in 2021 (Guide)
(HubSpot Marketing )
2. How to Improve Your Open Rate | Email Marketing Course (56/63)
(Sendinblue)
3. 11 Email marketing best practices for 2021
(Zoho)
4. Email Marketing Best Practices
(Opportunity Machine)
5. Email: Chad S White author of 'Email Marketing Rules'
(eCommerce MasterPlan)
6. Email Marketing Tips and Best Practices - Get Your Emails Opened, Build Trust, and Increase Sales
(Aurelius Tjin)

Top Articles

Latest Posts

Article information

Author: Frankie Dare

Last Updated: 09/27/2022

Views: 5622

Rating: 4.2 / 5 (53 voted)

Reviews: 92% of readers found this page helpful

Author information

Name: Frankie Dare

Birthday: 2000-01-27

Address: Suite 313 45115 Caridad Freeway, Port Barabaraville, MS 66713

Phone: +3769542039359

Job: Sales Manager

Hobby: Baton twirling, Stand-up comedy, Leather crafting, Rugby, tabletop games, Jigsaw puzzles, Air sports

Introduction: My name is Frankie Dare, I am a funny, beautiful, proud, fair, pleasant, cheerful, enthusiastic person who loves writing and wants to share my knowledge and understanding with you.