Email marketing remains one of the most effective digital marketing channels for ecommerce brands. By building an engaged subscriber list and sending relevant, timely messages, email allows you to promote new products, run targeted promotions, and re-engage past customers – all with impressive returns.
However, determining the right email frequency can be tricky. Send too little and you might risk hurting sales and engagement. Send too often and subscribers may unsubscribe to avoid spam, negating the work you’ve put into list growth. With inboxes more crowded than ever, the optimal email cadence is a moving target that requires testing and adaptation over time.
In this post, we’ll explore factors to consider when setting your email frequency. We’ll look at benchmarks from top retailers, analyze the relationship between frequency and key metrics, and provide recommendations on testing different approaches. By the end, you’ll have a solid understanding of maximizing open rates, click-throughs and revenue without annoying your subscribers.
When determining how often to send emails, the following variables should guide your decision:
By considering these factors unique to your business needs, you can establish a cadence optimized for engagement and results. Let’s explore some benchmarks.
To get a sense of typical email schedules, we analyzed top retailers across various categories:
As you can see, weekly appears to be the sweet spot for most retailers, especially those selling consumables or perishable goods. Frequency then tapers for less time-sensitive categories. These benchmarks provide a useful starting point for testing.
To truly optimize your email campaigns, split testing is essential. Continually testing different variables like frequency, content, customization and promotions will reveal the optimal strategy over time. A/B split tests should run for 6-8 weeks minimum before analyzing results.
When evaluating frequency test outcomes, focus on these key metrics:
Look for statistically significant improvements rather than marginal gains. Well-performing groups that see higher engagement, fewer unsubscribes, and increased revenue should inform your strategy.
Be sure to test frequency changes for several months before making permanent adjustments. Ongoing A/B testing ensures you continuously optimize this critical marketing channel over time.
As you can see, determining the optimal email frequency takes ongoing testing and adaptation over time. Factors like your subscriber preferences, list maturity, campaign goals, and industry standards all provide a useful starting point. But ultimately, the schedule that maximizes engagement metrics like open rates and click-throughs, while minimizing unsubscribes and boosting revenue, is what should guide your strategy. Data-driven optimization through split testing will uncover the best practices uniquely suited to your brand over the long run.
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