Sending email marketing campaigns periodically is practiced en masse by all types of companies on the internet. This makes it difficult to say with certainty that there is only one correct frequency for sending newsletters, for example.

The fact is that the frequency of your mailing will depend on several factors, such as what type of content you are going to send or what type of people are your recipients. The important thing when deciding the frequency of your campaigns, is to find a balance between what your recipients are willing to see in their inbox, and what you have to offer.

But on the other hand, if your brand doesn’t show a life for too long, your contacts will forget that you exist – reaching a point where they won’t recognize your emails when you send them.

Therefore, here are some tips on elements and factors to be considered when deciding on the frequency of your email marketing campaigns.

Tips for deciding the frequency of your email marketing campaigns

01) See what is normal in the sector

Before deciding on frequency, it can be very educational to see what other players are doing. Be careful, this does not mean that you should blindly copy what your competitors do – especially since we want to stand out and not be the same.

With that said, it is instructive to know what others do. This is because depending on your industry or type of business, there may be some industry characteristic that affects the frequency of your email marketing campaigns.

For example, think of a university. A higher education institution will clearly have times when its emails will be sent more often, such as a few weeks before the enrollment date for the courses it offers. If it is to sell courses, it makes sense to send in certain parts of the year to increase course enrollments.

But a university can send weekly emails with the institution’s new developments, new books, partnerships, events … Something that does not necessarily sell the courses it offers, but keeps its contacts attentive to what it sends – everything depends on the content. In that case, this email marketing campaign can be a success.

Depending on the content of the emails, it may be instructive to send a weekly email. However, if the university does not have any recreational content – such as a blog on which students can post things of common interest, for example – it is not worth sending emails so often.

Email frequency

02) Regularity when sending email marketing campaigns

Once you have decided on the frequency for your campaigns, it is very important to maintain that frequency in a religious manner. If you are going to send your newsletter every Saturday at 12:30 – send these emails or any delay.

Regularity is important, because it helps when building trust with your contact. If you’re sending quality content, your contacts will be waiting for your emails – that’s the goal. Do not disappoint your recipients!

Another matter is finding the time of day when your contacts want to receive and read emails. You need to do a search and use metrics that the internet offers to know your contacts’ routine, and send your emails just when they have the email open and are ready to absorb your content.

03) Find the frequency that works for you

Frequency is different from regularity in a fundamental aspect: periodicity deals with how many emails are sent within X period of time. One month, for example. Regularity is about respecting periodicity, and providing content of a regular quality at the time expected by your contacts.

When deciding how many emails it is appropriate to send to the same contact within a month, remember the need to find a balance. You don’t want to saturate your contacts, just as you don’t want to commit to sending a weekly email if you’re not content enough to send those emails.

Similarly, there are types of businesses that can send daily emails. Think of an online store like Amazon – which offers a huge amount of options. In a case like this, perhaps a highly targeted list in conjunction with so much product will result in daily emails showing daily promotions.

In case of doubt, start with a period of two weeks, and then adjust according to the reaction of your contacts, and the flow of information to share.

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04) Maintain order and organization in your email marketing

As was illustrated earlier in this article, it takes a lot of organization to make a successful mailing campaign. Not only to decide the frequency of your emails, but also to maintain the quality level over time.

Consider keeping a shipping schedule. This will help you not only maintain the frequency of campaigns, but will put in perspective what you have to communicate. This is very useful with regard to the content of your messages. After all, do you have enough information to do a weekly email with your content? Or would it be more appropriate every two weeks?

When it comes to organizing the different aspects of your email marketing campaign, never lose sight of the segmentation of your database. This will decide whether what you send really interests your contacts – if you have segmented your list, then your message is much more likely to be relevant to those who receive it.

Keeping order also means having an email marketing solution that works and works for you – opening the door to pre-scheduling email campaigns. Compose your newsletter, schedule your delivery, and then sit down and have a coffee. Precisely because of the importance of regularity in campaigns, using an email marketing tool becomes an important factor when sending good campaigns. With email marketing automation, it became much easier to maintain this commitment with your contacts.

You can schedule email shots on your customers’ birthdays, for example. Or if your company has a blog or something, an email that is sent every Friday with the most read publications.

If you want some more tips, check out 101 tips for having a successful email marketing campaign!

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