Every marketer wants to figure out the “perfect” number of email campaigns they should send: enough to get the best response, but not so much that subscribers stop paying attention. Or worse yet, get annoyed. Our data suggests that sending a new campaign roughly every couple weeks is optimal.
Send frequency influences both opens and unsubscribes
Not surprisingly, we found that the highest open rate is always on the first send. But, we also found that the more campaigns you send, the more unique numbers of people will open your campaigns…. to a point.
From over 2 billion emails, we found that the highest overall open rate for companies who sent over 5 campaigns in a 3 month period with under 25,000 subscribers is always after the 1st campaign. That same group had a unique open rate on their 6th campaign of 44%. This correlates to an increase in unsubscribes and thus, results in a decrease in overall open rate as shown in the graph below.
The good news: after the 6th campaign, almost half of your subscribers have seen at least one of your campaigns and at least 13% of people have clicked.
The ideal send frequency
But, as we all know, you can’t just keep sending more and more email. There comes a point where you have to consider diminishing returns. As the unique open rate slows, so do the unique clicks. So you need to weigh your increase in unique opens against how much response you are driving. And weigh the cost of producing campaigns against the potential return of those additional campaigns.
Bottom line? Our data suggests every two weeks is the “sweet spot” for getting the most people to see your emails without burning out your subscriber list. Though of course, you should always test to see what works best for you.
Finally, now you've seen our data, we'd like to hear from you. Have you experimented with email frequency? What have you found your “sweet spot” to be? We'd love to hear your experiences and observations in the comments below.