How to determine Email Frequency?

Every email marketer wants to know: “How often should I e-mail my list?”

Most common answers I hear include:

Test your list.

Review your spam complaint numbers for insights.

Never send more than once a week.

But why sending weekly email works for one marketer, for another, that’s too often or not enough.

A better question to ask, is “What do I have to say that my subscribers will want to hear?” This question really helps focus marketers and it should be where they are spending more of their energy. Focus on relevancy, from there it will become clearer what the optimal frequency should be for each type of message.