The point is this: you are looking for the frequency of sending the newsletter ideal for your email marketing project. You need a number, a digit, a parameter capable of dividing and defining. In order to understand which is the right path to follow and the wrong one to avoid.

There is a small problem: nobody can give you exact information on how to choose the frequency of publication and sending a newsletter, a sales letter or any element linked to DEM. In this field, there is no answer to how many emails are sent per month.

The management of the statistics of the various platforms to send newsletters – such as MailChimp, Sendinblue, Mailup – allow you to evaluate all the data related to the work done. Including the opening rate that allows you to understand if people open your messages or not.

There are also other parameters to monitor as the abandonment that are made after each sending. So, is there a perfect number compared to how many updates to send per month?

Much depends on the content of the email

There are messages that update members with respect to specific initiatives, others that represent a reference point already established with the list. For example, you can use a squeeze page to attract subscribers and communicate that you will only send an informative email every two weeks.

This allows you to create an agreement established with the public that, in fact, does not expect anything different. Alternatively, you can avoid communicating the number of updates, but it all depends on what you have decided to send in these missives. Information content? Virtuous examples of content curation? Good cases of storytelling? All this implies a good degree of acceptance.

At least compared to promotional emails. That is to say, the classic contents designed to sell something. Which can be more or less insistent until you get to the actual spam. If you fall into this vortex the risk of decreasing the frequency of sending newsletters is high.

How do users react to emails?

To understand what is the right frequency for sending newsletters you have to evaluate the action done by the user. Let me explain better, when you send an email you notice that there is some abandonment. Do not be afraid, it’s a normal data: it happens to lose contacts (depends on the size of the list).

The situation becomes worrying if entire fleets leave the database to the umpteenth sending: perhaps you’re exaggerating with the number of monthly emails. But this is not the only factor to analyze: you must consider even if they open and click on what you have sent.

How do users react to emails


What frequency of sending newsletters?

This research emphasizes one important point: the relationship between open and click rates against emails sent per month. What can you observe? Verysimple: with the increase in the number of contents sent, the rate of opening decreases and even more clicks towards your goals.

This means that, in principle, exaggerating with the number of emails can be a problem. Especially if they are not useful and become almost spam. But you must not fall into the error of acting without looking at what happens to your main goal. That is to say the gain.

Less email? Opportunities decrease

Above all if the sending is linked to a direct sale. For example, if you have products in your newsletter to buy on an ecommerce, you need to evaluate how much the actual orders decrease or increase with message fluctuations. Increasing the amount of emails means decreasing the opening rate and clicks, but at the same time increase the number of purchases?

Less email Opportunities decrease

Perfect, you have the answer you are looking for. The tests are used to verify ideas and theories. In this second graph shows just that: the higher the number of emails also improve the e-commerce orders considered for this research cited in the blog

Tips to write good newsletters

Everything must be contextualized and well packaged, but you can not only reduce the messages to be sent. You have to evaluate to what extent it is worthwhile. What are the rules to follow?

  • Avoid spam and unwanted content.
  • Alternate business emails with informational ones.
  • Always leave interesting and updated offers.

Remember to play according to the rules. In the newsletter insert the possibility to leave the list: people must be able to decide whether or not to stay in your database.

What frequency of sending newsletters?

This step is very important for those who organize an email marketing campaign or simply want to understand how and when to send a communication to those who decide to follow the updates via email. I believe that there is no magic number of newsletters to be sent per month, even if a good balance can be found between two and four publications every 30 days.

A newsletter every week, maximum two. With interesting and useful contents, some commercial proposals and a good analysis of the data to understand how members respond to possible variations. Do you think this works like this? Give your experience, how many emails you send?

Jessica PaulBusiness
The point is this: you are looking for the frequency of sending the newsletter ideal for your email marketing project. You need a number, a digit, a parameter capable of dividing and defining. In order to understand which is the right path to follow and the wrong one to...