There's no solid formula for how often to send e-mail marketing
campaigns, but here's our guide for optimum message frequency:
Generally speaking a "marketing no no" unless of course your audience
explicitly understands they are subscribing to "Daily Deals" or "Daily
Weekly e-mail is great for promoting "weekly specials" from high
volume retailers and "what's on" from hospitality providers.
But remember - this is more than 50 direct intrusions into your
subscribers lives each year so be very sure you have something new and
worthwhile to say each time.
e-Mail Monthly to Quarterly
This is where most professional service providers, business to
business providers and the majority of businesses should probably lie.
Sending marketing messages with this lower frequency keeps your brand
in your subscribers minds without over-stepping and should allow you
enough time to generate content that sparks real interest from your
If you haven't got anything interesting to say - say nothing.
Send marketing messages only when you've got something of real
interest to pass on - a new product launch, a change of key staff, your
Christmas trading...sending messages for the sake of sending messages
is probably the worst thing you can do.
Hub Communications Tactic
You might consider allowing your Subscribers more control over the
messages they receive by offering multiple "areas" or "topics of
Indicate how regularly messages relating to each area or topic are
typically sent i.e. "weekly specials" or "monthly industry news" and
let subscribers opt-in (and opt-out) as they wish.
In summary, every business is different, finding the right balance
requires testing and measuring... but getting it right can be well worth