Here are a few factors to consider:
Look at your competitors, and see how many emails they send in a week. 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 customized for your needs.
Nature of product or services.
The number of emails you send largely 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 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? According to reports, 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 some more tips on how to set frequency:
- Let your customers choose how many emails they wish to receive. You can have this option when they signup for newsletters, or you can get this information by starting a poll.
- Pay attention to figures. See your opening rates and how many subscriptions and unsubscriptions you’re getting. These numbers will help you bring changes to your plan, if necessary.
- It is important to understand the fundamentals of engagement. If you have low engagement rates, you may improve your customer engagement rate by increasing or decreasing the number of emails sent per week. Engagement is basically getting your desired result out of an email. You need to be sure of the purpose of an email before you send it. Not all emails are sent with a purchase intent. Some emails can be non-promotional, just to add goodwill. However, make sure all your emails add value to your readers. Do not send an email that’s spammy or does nothing for the user.
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.
Having one answer to this complex question isn’t possible since businesses are different with different goals and clients. You need to stick to the testing approach and see what works and what doesn’t work for you. A/B testing can be applied as well, but remember to pay attention to all important figures.