Frequency refers to how often an email marketer sends messages to their email list subscribers. Finding the right frequency for email campaigns is important because sending too many emails can result in subscribers feeling overwhelmed and annoyed, leading them to unsubscribe. On the other hand, sending too few emails may result in a lack of engagement and lower conversion rates.
The optimal frequency of email campaigns varies depending on the business and the nature of the emails being sent. Generally, businesses should aim to strike a balance between staying top-of-mind and providing value to their subscribers without overwhelming them. A good place to start is sending one to two emails per week, but marketers can adjust the frequency based on their open and click-through rates, as well as subscriber feedback.