Send too rarely and people forget you. Send too often and they unsubscribe or mark you as spam. The right frequency depends on your business and audience.
Typical starting points
| Business | Common frequency |
|---|---|
| Online store | Weekly, more during sales |
| Service business | Every 2–4 weeks |
| B2B | Twice a month to monthly |
| Restaurant | Weekly or fortnightly offers |
Automated emails (welcome, cart, post-purchase) are separate and triggered by actions.
Signs you send too often
- Rising unsubscribe and spam complaint rates.
- Falling click rates over time.
Signs you send too rarely
- People forget they subscribed and complain.
- Higher bounces from stale addresses.
Let subscribers choose
Offer weekly or monthly options in a preference centre.
Plan ahead
Schedule emails with our content calendar generator, and watch metrics with our email metrics calculator.
Read best time to send emails.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
