Author: Arturs Uskans

Objective: Find the right email cadence for your e-commerce business. Learn how frequently to email your customers, how to avoid “email fatigue,” and how to monitor unsubscribes effectively.

Introduction

How many emails are too many..?

That’s the million-dollar question for e-commerce brands.

> Email too often, and you risk annoying your audience.

> Email too little, and you become forgettable.

Striking the right balance in your email marketing frequency can be the difference between loyal customers and unsubscribes piling up.

While there’s no one-size-fits-all answer, there are proven strategies, industry benchmarks, and smart testing methods that can help you find your sweet spot.

Why Email Frequency Matters

Email frequency directly impacts how your audience perceives your brand.

Send too frequently, and customers experience “email fatigue” - that feeling of being bombarded by irrelevant or excessive messages.

Here’s what can happen if you get

frequency wrong:

> Higher unsubscribe rates

> Spam complaints

> Drop in open and click-through rates

> Loss of trust and engagement

On the flip side, sending too infrequently

leads to:

> Missed sales opportunities

> Customers forgetting your brand

> Weakening of the relationship

According to HubSpot, over 50% of unsubscribes happen because people feel overwhelmed by too many emails. Yet, brands that stay consistent and relevant often outperform those that hesitate to communicate.

And I also often ask myself… should I try to keep customers in my mailing list that are close to unsubscribing? Would they have purchased anything at some moment if I sent them less emails? I doubt it..

What Influences the Ideal Email

Frequency?

Finding your perfect email frequency isn’t about guessing - it’s about understanding your audience like you’d understand a friend.

Just like you wouldn’t text someone daily unless you knew they appreciated it, your email cadence should match your relationship with your subscribers.

Here’s What Shapes That Ideal Rhythm:

1. Your Industry:

Imagine the difference between a trendy fashion brand and a luxury furniture company. The first? They’re like your stylish friend who always has something new to show off - emails a few times a week make sense. The latter? More like a thoughtful interior designer - you hear from them less often, but it’s always meaningful.

2. Customer Purchase Cycle:

Think about how often your customers actually need what you sell. If you’re a coffee subscription brand, you might be top of mind every two weeks. If you sell wedding dresses… well, once in a lifetime (hopefully) is enough. Let that buying rhythm guide your email timing.

3. Type of Email:

Promotional blasts? Space them out - they’re like invitations to a party, not everyone wants one every day. But behavior-triggered emails - like a cart reminder or a warm “thanks for your purchase” - those should land right when it matters.

4. Segmentation:

Would you send the same message to your best friend and a distant cousin? Probably not. Loyal subscribers may love hearing from you weekly. Those who haven’t opened an email in a while? Try a softer, less frequent nudge.

5. Expectations at Opt-In:

When someone signs up, it’s like setting the ground rules in a relationship. If they asked for “weekly tips,” don’t ghost them - or overload them. Honor that first promise.

6. List Size and Maturity:

A seasoned, engaged list is like a long-time friend group - you know what they like, and they trust you. In that case, more frequent messages (as long as they’re valuable) usually work just fine. For newer or smaller lists, tread lightly and learn what resonates.

General Guidelines and Industry

Benchmarks

If you’re just starting or looking to refine your cadence, consider these benchmarks:

1. 1 to 3 emails per week is a common “safe zone” for many e-commerce brands.

2. Avoid emailing on consecutive days unless you’re running a time-sensitive campaign.

3. For B2B or longer purchase cycle products, bi-weekly or even monthly cadences may perform better.

4. A weekly newsletter or campaign paired with triggered emails (cart recovery, welcome flows) is a solid starting structure.

5. Offer a preference center so subscribers can choose how often they hear from you.

5

Research from Omnisend shows that sending 2 to 3 times per week often produces the best results in terms of revenue and engagement.

How to Test and Optimize Your Email

Frequency

The smartest way to find your optimal frequency is through testing. Here’s how:

1. Run A/B tests: Divide your list into groups - one gets 1 email/week, another gets 2 or 3. Compare open rates, clicks, conversions, and unsubscribes.

2. Watch trends over time: Is your open rate dropping with each extra email? Are unsubscribes creeping up? That’s your signal to scale back.

3. Segment by behavior: Highly engaged subscribers might be fine with 3+ emails/week. Inactive ones? Maybe only once or twice a month.

4. Track key metrics:

Open Rate

Click-through Rate

Conversion Rate

Unsubscribe Rate

Spam Complaint Rate

If unsubscribes exceed 0.5% per campaign, it’s time to reassess.

Tips to Prevent Frequency Fatigue Even if

You Email Often

Emailing more frequently isn’t bad - as long as you do it right.

Here’s how to stay in your customers’ inboxes without becoming a nuisance:

1. Focus on value - not just promotions. Teach, entertain, or inform.

2. Vary your content: new arrivals, behind-the-scenes, how-tos, product tips.

3. Personalize with dynamic content - make each email feel like it’s meant just for them.

4. Don’t email right after a customer opens or purchases - give breathing space.

5. Offer easy-to-access frequency controls in your footer or preference center.

Regularly clean your list - suppress inactive users, re-engage or remove them.

Conclusion

Finding the right email frequency is a balancing act - and the balance is different for every business.

Start simple: send once a week, monitor performance, and scale from there. Use your own data, test regularly, and most importantly - listen to your audience.

Because when your emails are welcome, they perform. When they’re too much, they disappear - or worse, get marked as spam.

Next Steps

1. Audit your current email cadence

2. Set up a simple A/B frequency test this month

3. Monitor unsubscribes and engagement rates closely

4. Consider a preference center for better list control

FAQs

Q: Is it okay to email daily?

Only if your audience expects it and your content justifies it. Daily deals or flash sales brands may succeed with this - most others shouldn’t.

Q: Should all subscribers get the same number of emails?

No. Use segmentation. Let engagement, purchase history, and behavior dictate who gets what.

Q: What’s the difference between campaign and triggered emails?

Campaigns are scheduled newsletters or promos. Triggered emails are behavior-based (cart abandonment, purchase follow-ups, etc.).

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