If you run a small business, you’ve probably wondered more than once how often you should be emailing your customers.
Send too many, and people get irritated and unsubscribe. Send too few, and they forget about you, which means missed sales opportunities.
In this post, we’ll talk about what happens when your email timing is off, what to consider when setting your schedule, and how to find the right rhythm for your audience.
When You Email Too Much or Don’t Email Enough
Sending Emails Too Often
Let’s start with the obvious issue: sending too many emails. Everyone’s experienced this. You sign up for something, and suddenly your inbox fills up every day, sometimes more than once. It gets tiring fast.
For subscribers, that kind of overload usually leads to unsubscribes. Once people stop paying attention, it’s hard to win them back.
Not Emailing Enough
But not emailing enough has its own set of problems.
If you only reach out every few months, people tend to forget who you are. They might have joined your list with good intentions, but without consistent contact, your name doesn’t stick.
Losing Out on Sales
Email marketing still delivers some of the best returns for small businesses. Skipping regular emails means missing out on chances to drive sales, share new offers, or remind people what you do. Staying visible keeps your business top of mind, so when someone needs your product or service, they think of you first.
Finding that balance between staying visible and overdoing it is the challenge, and every business has its own version of that sweet spot.
What Affects How Often You Should Email
There’s no single rule for how often to email your list. What works for an online store might not fit a local service business. The right frequency depends on a few key factors.
Type of Business
Online stores can usually send emails more often since they have new products, promotions, and customers who are already in a shopping mindset. Service-based businesses, like consultants or contractors, don’t have the same kind of updates, so sending weekly emails can start to feel repetitive or unnecessary.
Audience Behavior
Watch how your subscribers respond. Are they opening your emails and clicking through? If engagement looks good, you might be fine increasing your frequency a bit.
Seasonality
Some businesses naturally have busier times of the year. Retail brands usually pick up around the holidays. Tax services get busy in the spring. It makes sense to send more emails during those periods and ease up during slower months. Adjusting your schedule to match those rhythms keeps your messages timely and relevant.
Read also: Tips to Grow Your Email Marketing List
Finding the Right Email Frequency
So how do you figure out what actually works for your business?
Start with a Baseline
Begin with a simple schedule. For most small businesses, once a month is a good place to start. It keeps you visible without overwhelming your subscribers. Stick with that pace for at least two or three months so you can gather enough data to see how people respond.
Track Your Metrics
Pay attention to your numbers. Open rates, click-throughs, and unsubscribes will give you a clear picture of what’s working. If unsubscribes jump after you start sending more often, that’s your cue to slow down. If engagement stays strong, try adding another email here and there and see how it performs.
Use Segmentation
Not everyone on your list wants the same amount of contact. Someone who just bought something might appreciate a follow-up, while someone who hasn’t opened an email in months probably doesn’t. Use your email platform’s segmentation tools to tailor how often each group hears from you.
Read also: Benefits of Email Marketing for Small Businesses
We’re a digital marketing agency serving businesses across Louisiana and Colorado, helping small businesses strengthen their online presence through email marketing, social media, video marketing, SEM, SEO, content strategy, and more. We build custom plans that connect you with your audience and drive growth. If you’re ready to take your digital marketing to the next level, reach out for a free consultation.