Send Frequency
01 Definition
Send Frequency meaning: How often you email a subscriber over a given period, such as per week or month.
Send frequency is the number of emails a contact receives within a set time frame, like three per week. It is a core lever in email strategy, affecting engagement, fatigue, and unsubscribes. There is no universal ideal, so the right frequency depends on your audience and content and should be tested.
Also called
Why it matters
How Send Frequency fits the work
Frequency directly affects engagement and list health, so setting it deliberately helps balance reach and revenue against subscriber fatigue.
In context
After testing, a retailer settles on a send frequency of two emails per week, down from four, which cut unsubscribes while holding total clicks steady.
Practical note
Too high a frequency raises unsubscribes and spam complaints, while too low a frequency lets subscribers forget you. Offering a preference center lets recipients choose a rate they will tolerate.