How often should we send marketing communications?

The question is often asked as if there were one correct number. There isn't, but there is a way to find it.

Let the numbers speak

Increase the frequency gradually and monitor the unsubscribe rate. If it rises noticeably, you have crossed the line. This gives you an answer tailored to your recipients, rather than a general recommendation that does not take your industry into account.

Relevance beats frequency

Recipients tolerate frequent emails if the content is relevant. A weekly newsletter that people actually want results in fewer unsubscribes than a quarterly email sent to the wrong audience. Segmentation is therefore a tool for managing frequency.

Count everything the recipient receives

The most common mistake is that marketing, sales, and customer service each send messages independently without knowing what the others are doing. The customer experiences the combined effect. Check what a single recipient actually receives over the course of a month—the number is usually surprising.