Email Frequency Testing
Systematic testing of email send frequency to optimize engagement rates while minimizing unsubscribes and spam complaints.
Definition
Email frequency testing involves experimenting with different send schedules to identify optimal communication frequency for various subscriber segments. This testing balances staying top-of-mind with avoiding email fatigue and unsubscribe increases.
The process typically involves A/B testing different frequencies across subscriber segments while monitoring engagement metrics, unsubscribe rates, and overall list health to find the sweet spot for each audience type.
Why It Matters
Finding optimal email frequency is crucial for maximizing lifetime value from email subscribers while maintaining list health and deliverability reputation across email service providers.
Proper frequency testing prevents revenue loss from over-mailing or under-communicating, ensuring brands maintain strong relationships with subscribers while maximizing email marketing ROI.
Examples in Practice
E-commerce brand tests daily versus weekly promotional emails, discovering that VIP customers prefer daily deals while casual shoppers respond better to curated weekly selections.
B2B newsletter experiments with frequency based on job roles, finding that executives prefer monthly industry roundups while practitioners want weekly tactical tips and updates.
Non-profit organization tests seasonal frequency variations, increasing communication during donation drives while reducing frequency during low-engagement summer months to maintain subscriber interest.