How to Determine Optimal Email Frequency

There’s a delicate balance between sending out infrequent emails and bombarding your subscribers with messages that they’re not interested in receiving. If you’re planning on increasing your email marketing efforts in 2022, it’s important to know which frequency is right for your subscribers.

We’ve conducted several tests to determine the best email sending frequency for companies. However, every brand’s goals and subscribers’ lists are different and unique. This is why it’s important to thoroughly test your email marketing campaigns to determine the best sending frequency.

Many people have been reluctant to perform this test due to their fears that it could affect their lead generation efforts. However, it’s very simple to do and it can help you determine the best email sending frequency for your business. In this article, we’ll break down the steps involved in performing this test.

Step 1: Identify your hypotheses

Follow the same steps as a high school science class. It’s important to identify the exact results that you’re looking for so that you can measure your success.

For instance, if you’re looking to increase your click-through rate, increasing your email frequency from once a week to multiple times a week could increase it by 35%. Or, it could help you nurture more leads by 15%.

Or, if you have a high opt-out rate, decreasing your email frequency from daily to every other day could decrease your number of subscribers.

Try to create multiple hypotheses to test the effectiveness of your changes. Be specific about the terms of your hypothesis.

Step 2: Create a list segment

Ideally, you’ll have one list segment that’s large enough to capture meaningful data. However, make sure it’s also aligned with the hypotheses that you’re testing. For instance, if you’re testing an increase in offer click-through rate, it’s not ideal to test on a customer list segment.

Instead, choose a sample list that’s large enough to capture meaningful data. This will allow you to test different hypotheses and improve the effectiveness of your email marketing efforts.

Step 3: Create Baseline Metrics

After you’ve identified the people who will be participating in the test, you must have a set of performance metrics that will measure the results of your test. These include the open rate, click-through rate, and deliverability rate.

You can also expand the scope of your test by adding performance metrics to the mix. For instance, if you’re looking to increase the click-through rate of an offer, you might want to measure the number of people who opened the offer.

Step 4: Schedule your test emails

Follow the same email marketing best practices as before. However, instead of creating new templates or subject lines, focus on rotating through the list. Doing so will allow you to test different aspects of your campaign.

Before sending out the test emails, schedule them according to the frequency that you outlined in your hypothesis. If you’re planning on running multiple tests at the same time, make sure that the times and dates are the same. Doing so will help avoid adding another variable to the equation.

Step 5: Analyze results

Follow these steps to measure the results of your experiment against the hypotheses that you established in the beginning. You should also monitor the results to see if they change due to the frequency of your emails.

Are the results of your test positive or do they confirm the hypotheses that you’ve already established? Doing so will allow you to increase the frequency of your email campaign and see more positive results.

After analyzing the results of your test, start a new one by testing various aspects of your email marketing strategy. This will allow you to identify areas where you can improve the effectiveness of your campaign.