In yet another surprising finding from my upcoming Science of Email Marketing Webinar , I found that the conventional wisdom about sending frequency could be wrong.

First, I looked at clickthrough rates based on the number of times a list is emailed each month, and found that once you're emailing your list 4 or 5 times a month, there is no sharp decline in clicks if you move to sending to them once a day. Remember, if you go from sending 5 to 6 times a month, and you lose a fraction of a percent in CTR, you're actually gaining clicks because you're emailing an extra time.

ctr freq

And when I looked into unsubscription rates over sending frequency, I found that again, if you're emailing your list 4 or 5 times a month, you might as well email them much more frequently.

unsub freq

The takeaway here is that since most companies already email their lists once a week, they might as well start emailing more often, if they have valuable offers and information to share, since there does not seem to be a marked penalty for doing so.

For more discoveries like this, don't forget to register for the Science of Email Marketing webina r!

Originally published Feb 3, 2011 12:30:00 PM, updated June 10 2021


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