<\/span><\/h2>\nInstead of setting a blanket number (e.g., three emails per week), many teams now look for a balance between:<\/p>\n
Engagement \u2014 are people opening and clicking?<\/strong>
\nFatigue \u2014 are people unsubscribing or ignoring?<\/strong>
\nConversions \u2014 is email driving revenue\/desired actions?<\/strong>
\nLifetime value \u2014 does frequency impact long\u2011term loyalty?<\/strong><\/p>\nToday\u2019s strategy discussion is less about how often<\/em> and more about how engaging and relevant<\/em> the messages are at each frequency.<\/p>\n
\n<\/span>\u00a0Key Models Marketers Are Testing<\/span><\/h1>\n<\/span>Fixed Schedule Frequency<\/strong><\/span><\/h2>\nThis is the traditional approach:
\ne.g., weekly on Tuesdays, bi\u2011weekly newsletters, or monthly product updates.<\/p>\n
When it works well:<\/strong><\/p>\n\n- Subscribers expect routine content<\/strong><\/li>\n
- Newsletter is the main channel<\/em><\/li>\n
- Content has a regular cadence (e.g., product launches, promotions)<\/li>\n<\/ul>\n
Risks:<\/strong><\/p>\n\n- Too frequent \u2014 leads to fatigue<\/li>\n
- Too sparse \u2014 leads to soreness in brand recall<\/li>\n<\/ul>\n
Example:<\/strong>
\nA lifestyle brand sends a weekly newsletter every Tuesday morning. Engagement initially grows, but after a season of heavier promotional emails, unsubscribes rise \u2014 signaling too much frequency without added value<\/em>.<\/p>\nCommentary:<\/strong>
\nThis approach is simple, but doesn\u2019t adapt to individual behaviour<\/em> \u2014 meaning loyal segments and light readers are treated the same.<\/p>\n
\n<\/span>Behaviour\u2011Based Email Frequency (Adaptive Model)<\/strong><\/span><\/h2>\nInstead of a fixed schedule, email cadence adapts to how subscribers interact<\/strong>:<\/p>\nIf someone opens email often \u2192 higher frequency<\/em>
\nIf someone rarely opens \u2192 lower frequency<\/em><\/p>\nBenefits:<\/strong><\/p>\n\n- Matches user behaviour<\/em><\/li>\n
- Reduces unsubscribe risk<\/li>\n
- Increases relevance<\/li>\n<\/ul>\n
Case Example \u2014 E\u2011Commerce Retailer<\/strong>
\nAfter launching an adaptive frequency model:<\/p>\n\n- Open rates increased<\/strong> by ~12%<\/li>\n
- Unsubscribe rates decreased<\/strong> by ~18%<\/li>\n<\/ul>\n
They adjusted frequency based on:
\npast opens
\nclick habits
\npurchase recency<\/p>\n
Users who engaged more received more offers; those who didn\u2019t were contacted less frequently.<\/p>\n
Commentary:<\/strong>
\nMost email automation platforms now support behavioural triggers \u2014 making this model easier to implement.<\/p>\n
\n<\/span>Content\u2011Triggered Frequency (Event\u2011Driven)<\/strong><\/span><\/h2>\nThis model sends emails based on user behaviour and<\/em> specific actions:<\/p>\n