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So how frequently can you communicate with your email lists? That’s a common question for marketers starting with email marketing. On the one hand you don’t want to alienate the very people you’re wanting to charm, but at the same time you also want to be able to deliver top-notch, relevant content to help keep you and your business front of mind when they require your services, or when you want to market to them.

So while there’s not one standard answer, as all businesses have a different dynamic, understand that once a month, or worse, a seasonal approach to email isn’t going to cut it. They will probably forget who you are, resent the intrusion, and view this as merely another obvious effort to get into their wallet. (Which it is!)An image showing business people in front of an email icon.

What you need to know about email frequency

Understand first that everyone’s email inbox is a battlefield: lots of messages vying for consideration. To jump out from the herd, you need to follow a few rules.

The best case scenario for any business is to develop a long-term relationship with your list, one in which you are trusted and your opinions valued. If you can reach this email Nirvana, you’ll have the ability to send out sales pitches from time to time and not be seen as a scummy marketer.

The way to make this occur is by delivering great value in your non-sales emails, and be honestly interested in giving out the best tips and information you are aware of, so as to further engender, know, like and trust in them. First and foremost, please don’t sell in every email.

As a general rule, if you are using this advice, you’re able to mail 2-3 times a week without it being seen as an intrusion. Remember, this changes if you are not offering value and over-selling.

You’ll quickly get a feel for how much is too much, and not only that, your subscribers will tell you. If you find yourself getting lots of unsubscribes, check out the reasons. If it’s because they’re hearing too frequently from you, they’ll say so. If the content isn’t relevant, you’ve got other challenges to deal with.

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