Imagine this...
You have just sat down at your desk to start your workday. You open your inbox and - BOOM! - 86 unread emails. You start scrolling, deleting the ones that aren't relevant, flagging the important emails, and responding to client requests.
By the time you are done, you realise that only about 20 of those emails actually mattered. The rest? Newsletters you don't remember signing up for, sales pitches you didn't ask for - and most annoyingly multiple emails from the same sender. You just checked your emails yesterday so how did you get so many emails after 24 hours!.
If you’ve ever felt like your inbox is more stress than support, you’re not alone. Recently, I found myself hitting unsubscribe on an email newsletter I once enjoyed and spent time reading. The reason I unsubscribed is because the emails were coming in every day (sometimes more!) — and while I appreciated the enthusiasm, it quickly went from helpful to overwhelming.
This experience made me think: how often should we be emailing our valued subscribers? And at what point does it become too much?
I don’t know about you, but I don’t have time to read every single email that lands in my inbox. I value my time and my inbox so if I’m going to open something, I want to know is this important? and does it give me value?
The Email Frequency Sweet Spot
Finding the right email frequency is like making the perfect cup of tea — too strong, and it's overwhelming; too weak, and you lose the impact. When planning my own email campaigns I like to follow some general guidelines. These guidelines may not be for everyone, but this is what has worked for me. I always aim to balance consistency with value - making sure my emails are full of useful content, not just frequent sales pitches.
By keeping the frequency of my emails in mind and respecting my subscribers inbox, I've found a rhythm that feels authentic, sustainable and one that does not have my followers quickly clicking UNSUBSCRIBE.
Once a Week
This is the standard for many businesses. It keeps you top of mind without crowding your subscriber’s inbox. Great for regular updates, valuable content, or light promotions.
Every Fortnight
Ideal if you don’t have a lot of content or want to stay consistent without being too pushy. This suits audiences who prefer a lighter touch.
Once a Month
Great for sending out newsletters or content round-ups. It’s a low-pressure way to stay connected, but keep in mind — if the content doesn’t stand out, there’s a chance your audience might lose interest over time.
More Than Once a Week?
Personally, I find emailing more than once a week to be overwhelming — both as a sender and a subscriber. It can quickly feel spammy unless there's a very clear reason. That said, there are a few exceptions where it might make sense such as:
- You're running a short, time-sensitive campaign or launch.
- You've clearly told subscribers what to expect (like a 5-day challenge or daily tips).
When Does It Become Too Much?
If your subscribers didn’t sign up for daily emails, anything more than once a week can start to feel like spam — especially if there’s no clear value in the message. Inboxes are already full enough!
Your audience will let you know when it's too much when:
- Unsubscribes increase
- Open rates drop
- You get messages like: "I love your work, but this is a bit much..."
Best Practices for Emailing Your List
- Set Expectations Early. Let subscribers know how often you’ll email them when they first sign up.
- Let Them Choose. Offer options like “weekly tips,” “monthly updates,” or “sales-only” emails. Let them take the lead.
- Segment Your List. Not everyone wants the same thing. Create segments so you can tailor your content and frequency.
- Focus on Quality, Not Quantity. It’s better to send fewer emails that people want to read than constant emails they ignore.
Email marketing is still one of the most powerful tools out there — when done right. Respect your subscribers' time, give them something worth opening, and they'll look forward to hearing from you.
Have you ever unsubscribed from a list that emailed too often? Or are you wondering how often you should email your list?
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