Email & Retention
How Often Should Ecommerce Brands Send Marketing Emails?
The correct email frequency is the highest cadence that continues to create incremental value without damaging list health and customer trust.
That may be one campaign a week for one brand and daily sends for another.
Frequency depends on why people subscribe
A fast-moving fashion store has more new products and promotions to communicate than a furniture brand where customers buy every few years.
Watch marginal performance
As send frequency increases, each additional campaign may generate less revenue because you are contacting the same people more often.
Track:
- revenue per recipient
- clicks
- unsubscribes
- spam complaints
- repeat purchase
- total weekly revenue
A campaign can be profitable individually while making the next campaign less effective.
Segment instead of blasting everyone
High-engagement customers can often tolerate more communication than dormant profiles. Product interests and purchase history can also make messages more relevant.
Avoid rules copied from other brands
“Three emails per week” is not a strategy. Increase or reduce cadence based on customer response and content quality.
Need this measured properly?
If email frequency is increasing and attributed revenue looks good but list health is deteriorating, send us an inquiry. We can help interpret the wider customer impact.