How frequently should you reach out to your customers via emailers?

How frequently should you reach out to your customers via emailers?


Email is a great tool that lets you stay connected with your existing customers and to reach out to new customers. However, there are some unanswered questions on email frequency, how frequently should I reach out? How much is too much? Research shows that there is no standard number of emails that one must send out. The frequency of your emailers entirely depends on your business objectives and goals.

In today’s post, we are going to share a few pointers that will help you in deciding the frequency of your emailers.

Relevancy or frequency

Relevancy or frequency

Relevancy is more important than frequency.  Send emails that are relevant and those that the customers are more likely to read. As a thumb rule, include the following emailers in your email strategy:

  • Product recommendations
  • Idle cart notifications
  • Order confirmations
  • Changes in order quantities
  • Special offers and Promotions
  • Surveys and Feedbacks

Your mail strategy should be such that a regular customer is more likely to receive more emails than a prospective customer.

Too many emails are detrimental

Too many emails are detrimental

Research indicates that too many emails are highly detrimental for the company. Customers who receive frequent emails are more likely to unsubscribe for the email notifications. Too many emails also reduce the click rate of your campaigns.

Be thorough with your research

Spend considerable time and effort on understanding the email strategies of your peers. See what worked and what did not in your line of business and learn from their experiences. This research also helps you to understand the tolerance levels of your customers.

Be clear with your metrics

Analytics will be at your rescue to understand the right email strategy for your campaigns. Do monitor factors such as:

  • Conversion
  • Click through rate
  • Open rate
  • Unsubscribe rate
  • Bounce rate
  • Delivery rate
  • Report Spam rate etc.

These KPIs will give you better insights on your customer behaviour and their engagement with your brand. Make sure to develop a strategy that best addresses these factors.


There is no one hard and fast rule for the number of emails sent out to customers. The frequency of your emailers totally depends on your business objectives and the extent of engagement that you seek. Be clear with your goals, understand your objectives and set out your KPIs strategically before concluding on your email frequency. These efforts will help you to improve your conversion rate and your brand’s engagement with your customers.