--- description: Are you wondering how often you should email your prospects? If so, this article will show the factors you should consider before sending a... title: How Often Should You Email Your List? The Ideal Email Frequency image: https://www.leanlabs.com/hubfs/blog_post_imgs/Email-Send-Frequency.jpg --- [Blog](https://www.leanlabs.com/blog)/ [Growth Marketing](https://www.leanlabs.com/blog/topic/growth-marketing) # How Often Should You Email Your List? The Ideal Email Frequency 4 min read time ![How Often Should You Email Your List? The Ideal Email Frequency](https://www.leanlabs.com/hs-fs/hubfs/blog_post_imgs/Email-Send-Frequency.jpg?width=765&height=430&name=Email-Send-Frequency.jpg) Meet email savvy Emma. Apart from being a self-confessed technophile, she's also selective and fickle. But she’s loyal to brands who consistently provide value and create engaging email content. If she thinks you’re sending out uninteresting content in her inbox more often than you should, she’s quick to click the unsubscribe button! How do you know if you’re not irritating Emma with your email marketing frequency? Is there a _right_ frequency? Prospects like Emma willingly subscribe to your email list because you’ve captured their attention through one of your [marketing campaigns](https://www.lean-labs.com/blog/how-to-market-your-business-5-marketing-tips-for-2016). Plus, you promised consistent delivery of value without being meddlesome. In this blog post, you’ll learn how to keep Emma from flagging your email as spam by finding out the ideal frequency of your marketing emails. VIDEO TRAINING ## Get the Growth Playbook. Learn to plan, budget, and accelerate growth with our exclusive video series. You’ll discover: * ![Frame 1984077367](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/Frame%201984077367.svg)The 5 phases of profitable growth * ![Frame 1984077367](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/Frame%201984077367.svg)12 core assets all high-growth companies have * ![Frame 1984077367](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/Frame%201984077367.svg)Difference between mediocre marketing and meteoric campaigns ![Playbook \(2\)](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/Playbook%20(2%29.png?width=1567&height=1593&name=Playbook%20(2%29.png) ### Thanks for submitting the form! ## Send Frequency: A Marketer's Perspective According to this [2015 National Client Email report](http://dma.org.uk/uploads/ckeditor/National-client-email-2015.pdf) by the Direct Marketing Association, the following chart covers the email frequency for 2014 among marketers from various company types and sizes as well as geographic locations. ![Screen_Shot_2016-05-05_at_2.46.55_PM.png](https://www.leanlabs.com/hs-fs/hubfs/blog_post_imgs/Screen_Shot_2016-05-05_at_2.46.55_PM.png?width=670&height=332&name=Screen_Shot_2016-05-05_at_2.46.55_PM.png "Screen_Shot_2016-05-05_at_2.46.55_PM.png") * 19% of marketers send a maximum of one message per month * 35% of marketers send 2 to 3 emails per month * 21% of marketers send 4 to 5 emails per month * 9% of marketers send 6 to 8 emails per month Based on the aforementioned figures, the majority of marketers (54 percent) send out 1-3 emails a month. Keep in mind that the same report emphasizes how frequency should play second fiddle to producing interesting and [relevant content](https://www.lean-labs.com/blog/why-content-marketing-should-be-building-trust-in-your-brand) in terms of email marketing strategy. ### Send Frequency: A Customer's Perspective Now that we’ve figured out the average send frequency among marketers, let’s take a look at the preferred email frequency of customers. According to a [survey](http://www.marketingsherpa.com/article/chart/how-often-customers-want-promo-emails) by Marketing Sherpa between Jan. 21 to 23 last year, 61% of the 2,057 respondents surveyed said they would like to receive promotional email "at least weekly”. Meanwhile, 86% don’t mind receiving promotional emails at least monthly and 15% would like to receive promotional emails every day. Apart from the frequency, the same benchmark study by Marketing Sherpa revealed that 91% of the respondents have no qualms at all about receiving promotional emails. ### Finding the Send Freqency Sweet spot In analyzing over two billion emails from companies with less than 25,000 subscribers (who sent 5 emails within 3 months), the [Campaign Monitor team found out](https://www.campaignmonitor.com/blog/email-marketing/2014/03/the-ideal-email-frequency/) that the highest overall open rate occurs after the first email campaign. Based on the same set of data, they were also able to identify what they refer to as the _email frequency sweet spot_, where it’s possible to get the most people to see your emails without burning out your subscriber list. How _often_ is this sweet spot? **Sending emails every two weeks.** [ ![ai insider cta](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/ai%20insider%20cta.png?width=2480&height=1092&name=ai%20insider%20cta.png) ](https://www.leanlabs.com/solutions/ai/communities/insiders/overview) [ ![AI Insiders Community mobile](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/AI%20Insiders%20Community%20mobile.png?width=680&height=1508&name=AI%20Insiders%20Community%20mobile.png) ](https://www.leanlabs.com/solutions/ai/communities/insiders/overview) ### Test As You Go Despite what some gurus and [influencers](https://www.lean-labs.com/blog/50-best-inbound-marketing-blogs-and-influencers-2016) will tell you, there is no one-size-fits-all approach in sending frequency. You can use the aforementioned findings as benchmarks in coming up with your own email frequency standards. As HubSpot’s [Corey Wainright writes](http://blog.hubspot.com/blog/tabid/6307/bid/30302/The-5-Step-Test-to-Determine-Optimal-Email-Frequency.aspx), every brand's email marketing campaign goals and subscriber lists are not the same. To optimize your email campaigns, you need to test as you go to determine your own sending frequency sweet spot. ### Quick Tips to Help You Find the Sweet Spot The right frequency is established after knowing what works best for your audience. Check your captured user data and [automation workflows](https://www.lean-labs.com/blog/why-and-how-to-use-email-workflows-in-your-marketing-automation) to provide optimum results. While you’re still testing and figuring out the right frequency for your brand and corresponding marketing objectives, consider the following guidelines. #### Set expectations for the frequency and timing of your emails on the opt-in page. Although you may be still figuring out the best frequency, let your subscribers know what to _generally_ expect. You can let them choose their own frequency preference later on once you’ve established a solid email cadence. #### Send an email at least once a month. If you're not sending out emails regularly (as you promised), your subscriber list will eventually rot and decay, even if subscribers were initially collected via double opt-in. This could result in spam complaints, unsubscribes, and high bounce rates. Think of your subscriber list as friends in your [Tier 1 Circle of Peers](http://waitbutwhy.com/2014/12/10-types-odd-friendships-youre-probably-part.html). It's already a given that you regularly get in touch with these friends, right? FREE GROWTH TOOL: AI GROWTH GRADER ## Identify your growth roadblocks Get 3 FREE AI-Powered reports that reveal what’s costing you leads, conversions, and revenue. Then, get expert insights for how to fix it. * **Marketing maturity score:** Find out where your strategy is weak (and how to fix it). * **Website copy critique:** Pinpoint the weak points in your messaging (and what to say instead). * **Landing page audit:** See what's blocking conversions on your landing pages (and how to solve it). **Get your growth score now – FREE!** ![Frame 1984077310 \(1\)](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/Frame%201984077310%20(1%29.png?width=660&height=543&name=Frame%201984077310%20(1%29.png) #### Always provide value. The first rule of [inbound marketing](https://www.lean-labs.com/blog/what-is-inbound-marketing-how-does-it-drive-long-term-growth-results) is you do not go out there without creating value. The second rule of inbound marketing is you do not launch a marketing campaign without creating value. Before hitting the send button, always ask yourself if your email content is useful and relevant to your audience. When someone subscribes to your email list, it means they trust you enough that they don't mind giving you a portion of their time and attention. Repay this act of trust by providing value. In addition, marketing strategist [Jeremy Reeves suggests](https://blog.crazyegg.com/2013/03/13/email-marketing-frequency/) that you track the following key metrics to help you identify the frequency that works for your brand: _open rate, click-through rate, unsubscribe rate_, and _email conversion rate._ ### The Takeaway Finding out what’s “best practice” in email marketing is complex. What works for a fashion retailer brand may not yield the same results for a B2B healthcare company. To accomplish maximum results, you have to consistently test certain elements in your emails like send frequency. With easy access to [email marketing tools](https://www.lean-labs.com/blog/10-email-marketing-tools-for-total-beginners-with-expert-reviews) these days, you have no excuse if Emma hits the unsubscribe button! _How often do you send emails to your subscribers? How are your open and click-through rates? Do you think you can do better?_ #### **_[Read More: 28 Must-Learn Email Marketing Tips Here](/blog/28-lessons-must-learn-email-marketing-tips-to-turn-leads-into-customers-and-brand-promoters)_** [ ![july-16-cta (1)](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/july-16-cta%20(1).png?width=2146&height=1250&name=july-16-cta%20(1).png) ](https://www.leanlabs.com/growth-workshops) [ ![july-16-mobile](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/july-16-mobile.png?width=804&height=2282&name=july-16-mobile.png) ](https://www.leanlabs.com/growth-workshops) ## Latest, related and recommended posts [ ![What is closed-loop marketing? Definition, process, and examples](https://www.leanlabs.com/hs-fs/hubfs/2022%20blog%20featured%20images/26%20(2)%20(1).png?width=500&height=500&name=26%20(2)%20(1).png) Growth Marketing What is closed-loop marketing? Definition, process, and examples Read more ](https://www.leanlabs.com/blog/what-is-closed-loop-marketing) [ ![Loop marketing vs. inbound marketing: what changed and what didn't](https://www.leanlabs.com/hs-fs/hubfs/2022%20blog%20featured%20images/37%20(4)%20(1).png?width=500&height=500&name=37%20(4)%20(1).png) Growth Marketing Loop marketing vs. inbound marketing: what changed and what didn't Read more ](https://www.leanlabs.com/blog/loop-marketing-vs-inbound-marketing) [ ![How to implement loop marketing: the 90-day roadmap](https://www.leanlabs.com/hs-fs/hubfs/2022%20blog%20featured%20images/32%20(1)%20(1).png?width=500&height=500&name=32%20(1)%20(1).png) Growth Marketing How to implement loop marketing: the 90-day roadmap Read more ](https://www.leanlabs.com/blog/how-to-implement-loop-marketing-90-day-roadmap) [![About Lean Labs](https://www.leanlabs.com/hubfs/LL%20V4.1/logos/LL%20Logo%20Dark.svg)](https://www.leanlabs.com) Lean Labs builds growth machines that take 7-figure startups to 8\. → [**See How!**](https://www.leanlabs.com/approach/why-lean-labs) Share [ ![Share on facebook](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/Facebook.svg) ](http://www.facebook.com/share.php?u=https%3A%2F%2Fwww.leanlabs.com%2Fblog%2Fhow-often-should-you-email-your-list-the-ideal-email-frequency%3Futm%5Fmedium%3Dsocial%26utm%5Fsource%3Dfacebook) [ ![Share on linkedin](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/LinkedIn.svg) ](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.leanlabs.com%2Fblog%2Fhow-often-should-you-email-your-list-the-ideal-email-frequency%3Futm%5Fmedium%3Dsocial%26utm%5Fsource%3Dlinkedin) [ ![Share on reddit](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/reddit.svg) ](https://www.reddit.com/submit?url=https%3A%2F%2Fwww.leanlabs.com%2Fblog%2Fhow-often-should-you-email-your-list-the-ideal-email-frequency%3Futm%5Fmedium%3Dsocial%26utm%5Fsource%3Dreddit) [ Grade my site![chevron-right](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/chevron-right.svg) ](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLLUGeyXuIFe4n%2B1E42IAXAWWgWgkkHKyylkCaC53TFA5LXNKHbY1ByeZ7mNZ9WHFS1WfZ1VrTarTazLKDbOc%2Btc%2Bg%2BBT11oQTrJhYOQyf5sCqDNGXudXVDytcA7Jb2UdS%2FC5xT4BZA6pMCL%2BHU0XpBYZ%2B0d78FOiUQsXv09XXmngTg%3D&portalId=275827) ![grader laptop](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/grader%20laptop.png?width=552&height=454&name=grader%20laptop.png) ### AI Website Grader Uncover what’s working, pinpoint areas that need improvement, and get trained AI's recommendations on how to turn your website into your brand’s #1 salesperson. Grade my site ## TAKE THE FIRST STEP ### Turn your marketing from a cost center into a self-funding growth machine. ![work](https://www.leanlabs.com/hubfs/LL%20v5/Icons/work.svg) ### Our work & results Hear what our clients have to say about their results. **Read our 5 star reviews on HubSpot.** [](https://www.leanlabs.com/approach/success) ![programs](https://www.leanlabs.com/hubfs/LL%20v5/Icons/programs.svg) ### Programs & pricing **Find out how much it costs** to work with us. We have various programs available starting at $2k per month. [](https://www.leanlabs.com/pricing) ![kevin](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/kevin.png?width=64&height=64&name=kevin.png) ### Get your free strategy session Find out exactly what **we’d do if we were your growth team.** Select a day and time on the calendar. Request a meeting [ Request A Meeting![right arrow icon](https://www.leanlabs.com/hubfs/LL%20V4.1/icons/Right%20arrow.svg) ](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLKguQz1pHGVkA3wdiTS9EE1O5E3Ct1K0Z80gm18lqpbpOzOOhixlWF3vFwSXsk5ZFPTer64z0Z%2BsMdxMcIozeqRS%2FeTnT1Fi%2Fenbbx6QM4lYwwHLgnazScch60YGZ8O7N48nP3dy51Pb162YfiwSq4Ucdk22w3H648JgH6iTgejT3TgMXeeL19riQjd&portalId=275827) ### Ask AI about Lean Labs [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/chatgpt.svg) ChatGPT ](https://chat.openai.com/) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/googlegemini%201.svg) Gemini ](https://www.google.com/search?udm=50) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/perplexity%201.svg) Perplexity ](https://www.perplexity.ai/search/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/claude%201.svg) Claude ](https://claude.ai/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/copilot.svg) Copilot ](https://copilot.microsoft.com/) Ask AI ```json { "@graph": [ { "@id": "https://www.leanlabs.com#organization", "url": "https://www.leanlabs.com", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": "ImageObject", "width": 60, "height": 60 }, "name": "Lean Labs", "@type": "Organization", "sameAs": [ "https://www.entities.org/entity/lean-labs", "https://www.linkedin.com/company/lean-labs", "https://www.crunchbase.com/organization/lean-labs-eed8", "https://twitter.com/leanlabs", "https://www.youtube.com/@LeanLabs1", "https://www.facebook.com/LeanLabs", "https://ecosystem.hubspot.com/marketplace/solutions/lean-labs", "https://clutch.co/profile/lean-labs", "https://www.g2.com/products/lean-labs/reviews", "https://opencorporates.com/companies/us_fl/P23000000218", "https://www.agencyspotter.com/lean-labs" ], "slogan": "We help companies on HubSpot Drive Growth", "address": { "@type": "PostalAddress", "postalCode": "34638", "addressRegion": "FL", "streetAddress": "16703 Early Riser Avenue, Suite 11", "addressCountry": "US", "addressLocality": "Land O' Lakes" }, "founder": { "@id": "https://www.leanlabs.com/team/kevin-barber#person", "name": "Kevin Barber", "@type": "Person", "sameAs": "https://www.linkedin.com/in/thekevinbarber", "jobTitle": "Head of Growth" }, "memberOf": { "name": "HubSpot Diamond Partner", "@type": "Organization" }, "knowsAbout": [ { "url": "https://www.leanlabs.com/solutions/answer-engine-optimization-agency", "name": "Answer Engine Optimization", "@type": "Thing" }, { "url": "https://www.leanlabs.com/solutions/growth-driven-design", "name": "Growth-Driven Design", "@type": "Thing" }, { "url": "https://www.leanlabs.com/solutions/loop-marketing", "name": "Loop Marketing", "@type": "Thing" }, { "url": "https://www.leanlabs.com/solutions/hubspot-projects", "name": "HubSpot", "@type": "Thing" }, { "url": "https://www.leanlabs.com/solutions/lead-generation-website", "name": "Lead Generation", "@type": "Thing" }, { "url": "https://www.leanlabs.com/solutions/website-redesign", "name": "Website Redesign", "@type": "Thing" }, { "url": "https://www.leanlabs.com/expertise/saas-marketing-agency-hubspot", "name": "SaaS Marketing", "@type": "Thing" }, { "url": "https://www.leanlabs.com/expertise/healthcare-marketing-agency-hubspot", "name": "Healthcare Marketing", "@type": "Thing" }, { "url": "https://www.leanlabs.com/expertise/fintech-marketing-agency-hubspot", "name": "Fintech Marketing", "@type": "Thing" } ], "description": "Lean Labs boosts marketing ROI for SaaS and B2B companies, driving significant growth through expert strategies, lead generation, and website optimization.", "contactPoint": { "url": "https://www.leanlabs.com/schedule", "@type": "ContactPoint", "email": "hello@lean-labs.com", "telephone": "+1-913-871-6500", "contactType": "sales" }, "foundingDate": "2007-08-10", "hasOfferCatalog": { "name": "Lean Labs Services", "@type": "OfferCatalog", "itemListElement": [ { "name": "Marketing x AI", "@type": "OfferCatalog", "itemListElement": [ { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/loop-marketing", "name": "Loop Marketing", "@type": "Service" } }, { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/answer-engine-optimization-agency", "name": "Answer Engine Optimization (AEO)", "@type": "Service" } }, { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/hubspot-website-schema-rocket", "name": "AEO Schema", "@type": "Service" } }, { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/aeo-genie", "name": "AEO Genie", "@type": "Service" } } ] }, { "name": "Web x AI", "@type": "OfferCatalog", "itemListElement": [ { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/lead-generation-website", "name": "Lead Gen Websites", "@type": "Service" } }, { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/websites", "name": "Website Design", "@type": "Service" } }, { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/growth-driven-design", "name": "Growth-Driven Design", "@type": "Service" } }, { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/website-redesign", "name": "Website Redesign", "@type": "Service" } }, { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/web-migrations", "name": "Website Migrations", "@type": "Service" } } ] }, { "name": "HubSpot x AI", "@type": "OfferCatalog", "itemListElement": [ { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/hubspot-projects", "name": "HubSpot Projects", "@type": "Service" } }, { "@type": "Offer", "itemOffered": { "url": "https://www.leanlabs.com/solutions/hubspot-breeze-agents", "name": "HubSpot Breeze Agents", "@type": "Service" } } ] } ] }, "numberOfEmployees": { "@type": "QuantitativeValue", "value": 12 } }, { "@id": "https://www.leanlabs.com#website", "url": "https://www.leanlabs.com", "name": "Lean Labs", "@type": "WebSite", "publisher": { "@id": "https://www.leanlabs.com#organization" }, "inLanguage": "en-US", "description": "Lean Labs boosts marketing ROI for SaaS and B2B companies through expert strategies, lead generation, and website optimization.", "potentialAction": { "@type": "SearchAction", "target": { "@type": "EntryPoint", "urlTemplate": "https://www.leanlabs.com/hs-search-results?term={search_term_string}" }, "query-input": "required name=search_term_string" } }, { "@id": "https://www.leanlabs.com/blog/how-often-should-you-email-your-list-the-ideal-email-frequency", "url": "https://www.leanlabs.com/blog/how-often-should-you-email-your-list-the-ideal-email-frequency", "name": "How Often Should You Email Your List? The Ideal Email Frequency", "@type": "WebPage", "about": { "@id": "https://www.leanlabs.com/blog/how-often-should-you-email-your-list-the-ideal-email-frequency#article" }, "isPartOf": { "@id": "https://www.leanlabs.com#website" }, "breadcrumb": { "@id": "https://www.leanlabs.com/blog/how-often-should-you-email-your-list-the-ideal-email-frequency#breadcrumb" }, "inLanguage": "en-US", "description": "Learn the ideal email marketing frequency to maximize open rates and engagement without burning out your subscriber list.", "dateModified": "2026-06-01", "isAccessibleForFree": true }, { "@id": "https://www.leanlabs.com/blog/how-often-should-you-email-your-list-the-ideal-email-frequency#breadcrumb", "@type": "BreadcrumbList", "itemListElement": [ { "item": "https://www.leanlabs.com/", "name": "Home", "@type": "ListItem", "position": 1 }, { "item": "https://www.leanlabs.com/blog", "name": "Blog", "@type": "ListItem", "position": 2 }, { "name": "How Often Should You Email Your List? The Ideal Email Frequency", "@type": "ListItem", "position": 3 } ] }, { "@id": "https://www.leanlabs.com/blog/how-often-should-you-email-your-list-the-ideal-email-frequency#article", "@type": "BlogPosting", "about": [ { "name": "Email Marketing Frequency", "@type": "Thing" }, { "name": "Email Marketing Strategy", "@type": "Thing" }, { "name": "Subscriber Engagement", "@type": "Thing" } ], "author": { "name": "Kevin Barber", "@type": "Person", "sameAs": [ "https://www.linkedin.com/in/thekevinbarber", "https://www.thekevinbarber.com/", "https://www.entities.org/entity/kevin-barber" ], "jobTitle": "Head of AI Growth" }, "headline": "How Often Should You Email Your List? The Ideal Email Frequency", "keywords": "email frequency, email marketing, how often to email list, ideal email frequency, email open rates, subscriber engagement", "publisher": { "@id": "https://www.leanlabs.com#organization" }, "inLanguage": "en-US", "description": "Learn the ideal email marketing frequency to maximize open rates and engagement without burning out your subscriber list.", "dateModified": "2024-08-06T09:51:11.064Z", "datePublished": "2016-05-05T22:07:08.000Z", "articleSection": "Growth Marketing", "potentialAction": { "@type": "ReadAction", "target": "https://www.leanlabs.com/blog/how-often-should-you-email-your-list-the-ideal-email-frequency" }, "mainEntityOfPage": "https://www.leanlabs.com/blog/how-often-should-you-email-your-list-the-ideal-email-frequency", "isAccessibleForFree": true } ], "@context": "https://schema.org" } { "@type": "BlogPosting", "@context": "https://schema.org", "articleBody": "Meet email savvy Emma. Apart from being a self-confessed technophile, she's also selective and fickle. But she’s loyal to brands who consistently provide value and create engaging email content. If she thinks you’re sending out uninteresting content in her inbox more often than you should, she’s quick to click the unsubscribe button! How do you know if you’re not irritating Emma with your email marketing frequency? Is there a right frequency? Prospects like Emma willingly subscribe to your email list because you’ve captured their attention through one of your marketing campaigns. Plus, you promised consistent delivery of value without being meddlesome. In this blog post, you’ll learn how to keep Emma from flagging your email as spam by finding out the ideal frequency of your marketing emails. Send Frequency A Marketer's Perspective According to this 2015 National Client Email report by the Direct Marketing Association, the following chart covers the email frequency for 2014 among marketers from various company types and sizes as well as geographic locations. 19% of marketers send a maximum of one message per month 35% of marketers send 2 to 3 emails per month 21% of marketers send 4 to 5 emails per month 9% of marketers send 6 to 8 emails per month Based on the aforementioned figures, the majority of marketers (54 percent) send out 1-3 emails a month. Keep in mind that the same report emphasizes how frequency should play second fiddle to producing interesting and relevant content in terms of email marketing strategy. Send Frequency A Customer's Perspective Now that we’ve figured out the average send frequency among marketers, let’s take a look at the preferred email frequency of customers. According to a survey by Marketing Sherpa between Jan. 21 to 23 last year, 61% of the 2,057 respondents surveyed said they would like to receive promotional email at least weekly”. Meanwhile, 86% don’t mind receiving promotional emails at least monthly and 15% would like to receive promotional emails every day. Apart from the frequency, the same benchmark study by Marketing Sherpa revealed that 91% of the respondents have no qualms at all about receiving promotional emails. Finding the Send Freqency Sweet spot In analyzing over two billion emails from companies with less than 25,000 subscribers (who sent 5 emails within 3 months), the Campaign Monitor team found out that the highest overall open rate occurs after the first email campaign. Based on the same set of data, they were also able to identify what they refer to as the email frequency sweet spot, where it’s possible to get the most people to see your emails without burning out your subscriber list. How often is this sweet spot? Sending emails every two weeks. Test As You Go Despite what some gurus and influencers will tell you, there is no one-size-fits-all approach in sending frequency. You can use the aforementioned findings as benchmarks in coming up with your own email frequency standards. As HubSpot’s Corey Wainright writes, every brand's email marketing campaign goals and subscriber lists are not the same. To optimize your email campaigns, you need to test as you go to determine your own sending frequency sweet spot. Quick Tips to Help You Find the Sweet Spot The right frequency is established after knowing what works best for your audience. Check your captured user data and automation workflows to provide optimum results. While you’re still testing and figuring out the right frequency for your brand and corresponding marketing objectives, consider the following guidelines. Set expectations for the frequency and timing of your emails on the opt-in page. Although you may be still figuring out the best frequency, let your subscribers know what to generally expect. You can let them choose their own frequency preference later on once you’ve established a solid email cadence. Send an email at least once a month. If you're not sending out emails regularly (as you promised), your subscriber list will eventually rot and decay, even if subscribers were initially collected via double opt-in. This could result in spam complaints, unsubscribes, and high bounce rates. Think of your subscriber list as friends in your Tier 1 Circle of Peers. It's already a given that you regularly get in touch with these friends, right? Always provide value. The first rule of inbound marketing is you do not go out there without creating value. The second rule of inbound marketing is you do not launch a marketing campaign without creating value. Before hitting the send button, always ask yourself if your email content is useful and relevant to your audience. When someone subscribes to your email list, it means they trust you enough that they don't mind giving you a portion of their time and attention. Repay this act of trust by providing value. In addition, marketing strategist Jeremy Reeves suggests that you track the following key metrics to help you identify the frequency that works for your brand open rate, click-through rate, unsubscribe rate, and email conversion rate. The Takeaway Finding out what’s “best practice” in email marketing is complex. What works for a fashion retailer brand may not yield the same results for a B2B healthcare company. To accomplish maximum results, you have to consistently test certain elements in your emails like send frequency. With easy access to email marketing tools these days, you have no excuse if Emma hits the unsubscribe button! How often do you send emails to your subscribers? How are your open and click-through rates? Do you think you can do better? Read More 28 Must-Learn Email Marketing Tips Here ", "articleSection": ["Growth Marketing"], "keywords": ["Growth Marketing"], "author": [ { "@type": "Person", "name": "Kyjean Tomboc", "url": "https://www.leanlabs.com/blog/author/kyjean-tomboc" } ], "dateModified": "2026-07-22 09:05:13.000Z", "description": "Meet email savvy Emma. Apart from being a self-confessed technophile, she's also selective and fickle. But she’s loyal to brands who consistently provide value and create engaging email content. If she thinks you’re sending out uninteresting content in her inbox more often than you should, she’s quick to click the unsubscribe button! How do you know if you’re not irritating Emma with your email marketing frequency? Is there a right frequency? Prospects like Emma willingly subscribe to your email list because you’ve captured their attention through one of your marketing campaigns. Plus, you promised consistent delivery of value without being meddlesome. In this blog post, you’ll learn how to keep Emma from flagging your email as spam by finding out the ideal frequency of your marketing emails.", "headline": "How Often Should You Email Your List? The Ideal Email Frequency", "image": [ { "@type": "ImageObject", "contentUrl": "http://www.lean-labs.com/hubfs/blog_post_imgs/Email-Send-Frequency.jpg", "url": "http://www.lean-labs.com/hubfs/blog_post_imgs/Email-Send-Frequency.jpg", "caption": "How Often Should You Email Your List? The Ideal Email Frequency", "sourceOrganization": { "@type": "Organization", "name": "Lean Labs" }, "width": "600", "height": "315", "creditText": "Kyjean Tomboc/Lean Labs", "dateCreated": "2016-05-05 06:07:08.000Z" } ], "thumbnailUrl": "http://www.lean-labs.com/hubfs/blog_post_imgs/Email-Send-Frequency.jpg", "inLanguage": "en", "isPartOf": { "@type" : "Blog", "@id": "https://www.lean-labs.com/blog/", "name": "Lean Labs Blog", "publisher": { "@type": "Organization", "@id": "https://www.lean-labs.com", "name": "Lean Labs" } }, "mainEntityOfPage": { "@type": "WebPage", "@context": "https://schema.org", "url": "https://www.leanlabs.com/blog/how-often-should-you-email-your-list-the-ideal-email-frequency", "dateModified": "2026-07-22 09:05:13.000Z", "inLanguage": "en", "additionalType": "article_leaf", "publisher": { "@type": "Organization", "name": "Lean Labs", "@id": "https://www.lean-labs.com/#organization", "logo": "https://www.lean-labs.com/hubfs/LL%20V4.1/logos/LL%20Logo%20Dark.svg", "url": "https://www.lean-labs.com/", "sameAs": [ "https://www.linkedin.com/company/lean-labs/", "https://ecosystem.hubspot.com/marketplace/solutions/lean-labs", "https://www.glassdoor.com/Reviews/Lean-Labs-Reviews-E3982766.htm", "https://www.youtube.com/@LeanLabs1", "https://www.facebook.com/LeanLabs/", "https://x.com/leanlabs?lang=en", "https://rocketreach.co/lean-labs-profile_b5f5471df42d3400", "https://www.crunchbase.com/organization/lean-labs-eed8" ] }, "name": "How Often Should You Email Your List? The Ideal Email Frequency", "headline": "How Often Should You Email Your List? The Ideal Email Frequency", "description": "Meet email savvy Emma. Apart from being a self-confessed technophile, she's also selective and fickle. But she’s loyal to brands who consistently provide value and create engaging email content. If she thinks you’re sending out uninteresting content in her inbox more often than you should, she’s quick to click the unsubscribe button! How do you know if you’re not irritating Emma with your email marketing frequency? Is there a right frequency? Prospects like Emma willingly subscribe to your email list because you’ve captured their attention through one of your marketing campaigns. Plus, you promised consistent delivery of value without being meddlesome. In this blog post, you’ll learn how to keep Emma from flagging your email as spam by finding out the ideal frequency of your marketing emails.", "datePublished": "2016-05-05 06:07:08.000Z" }, "publisher": { "@type": "Organization", "name": "Lean Labs", "logo": "https://www.lean-labs.com/hubfs/LL%20V4.1/logos/LL%20Logo%20Dark.svg", "url": "https://www.lean-labs.com/", "sameAs": [ "https://www.linkedin.com/company/lean-labs/", "https://ecosystem.hubspot.com/marketplace/solutions/lean-labs", "https://www.glassdoor.com/Reviews/Lean-Labs-Reviews-E3982766.htm", "https://www.youtube.com/@LeanLabs1", "https://www.facebook.com/LeanLabs/", "https://x.com/leanlabs?lang=en", "https://rocketreach.co/lean-labs-profile_b5f5471df42d3400", "https://www.crunchbase.com/organization/lean-labs-eed8" ] }, "wordCount": 1459, "datePublished": "2016-05-05 06:07:08.000Z", "isAccessibleForFree": true } ```