Find your email frequency ceiling

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Today's Email: Find your email frequency ceiling

There's a number in your head for how often you should email. Once a week. Twice a month. Whatever felt safe when you started.

That number is a guess. It's probably costing you sends you could be making, or setting up complaints you won't see coming until they've already done damage.

Frequency is set by value, not the calendar

The reason a daily email works for one brand and sinks another has little to do with the number itself. It comes down to whether each send earns its place in the inbox. A store with fresh drops, restocks, and real news can email often because there's always something worth opening. Send the same soft promo three ways in one week and the unsubscribes start stacking up.

What matters is how much you have that someone actually wants to open, not how often the brand down the street hits send.

Watch the three signals that move before revenue does

Revenue per send is a slow signal. By the time it drops, you've already trained people to skim past your name. These three move first, and your ESP already reports all of them.

• Unsubscribe rate. A small bump right after a send is normal. A steady climb week over week means you're leaning too hard.

• Spam complaints. Anything above 0.1% per send is a yellow flag. Push past 0.3% and mailbox providers start filing you under spam for everyone.

• Open rate decay. When opens slide across three or four sends in a row, attention is thinning even if nobody has left yet.

Ramp up, don't jump

The safe way to find your ceiling is to add sends slowly and watch what happens. Go from one email a week to two, hold there for a month, and check the three signals. If they stay flat, keep the pace or add one more. If unsubscribes and complaints climb, drop back to the level that held steady. That level is your ceiling for now. It shifts as your content and your list change.

Give people a dial before they reach for the exit

Someone overwhelmed by five emails a week usually has two choices in front of them. Ignore you, or leave.

Add a simple preference center. It lets a subscriber pick weekly instead of daily, or product news instead of everything you send. One link in your footer turns a would-be unsubscribe into someone who stays on a lighter cadence and keeps buying.

What to do this week

Your right frequency is the most you can send while those signals stay flat. You find it by moving one step at a time, not by copying whatever number a bigger brand landed on.

Pull the unsubscribe and complaint rates from your last five sends. That baseline is where every frequency decision starts.

Best,
Alec

P.S. Have a topic you’d like us to cover in the next edition? Reply to this email and let us know! We're always eager to address.