How to Find the Right Email Sending Frequency

If you're unsure how often to send emails to your audience, you're not alone. Too many marketers either send too frequently and risk annoying subscribers, or too infrequently and lose top-of-mind awareness.

The truth is, there's no magic number — only the right number for your audience. And the only way to find it is through behavioral testing and performance tracking.

In this guide, we’ll show you how to use Mailmodo to uncover your ideal email sending frequency.

Why email sending frequency matters

Email frequency refers to how often you send campaigns to your subscribers — weekly, bi-weekly, daily, or otherwise.

It’s one of the most overlooked factors in email marketing performance. Get it wrong, and you risk:

• High unsubscribe rates

• Decreasing open and click-through rates

• Deliverability issues due to spam complaints

• Lost engagement from disengaged users

Get it right, and you unlock stronger retention, consistent engagement, and better ROI from your email program.

So, what is the best email sending frequency?

There's no universal rule for how often you should send emails. Some audiences respond well to daily updates. Others prefer a weekly cadence. Some segments need nurturing with spaced-out touchpoints.

Here’s what determines your optimal frequency:

• User engagement level — Active users can handle more emails; inactive users may need fewer.

• Buyer journey stage — A user in a trial period may welcome more frequent emails than a long-time customer.

• Content type — Transactional emails are expected more frequently, while newsletters or promotional emails perform better at a steady but less frequent pace.

Rather than relying on industry averages, the smarter move is to test frequency based on user behavior — and Mailmodo makes that easy.

How to find your ideal sending frequency using Mailmodo

Here is how you can identify the right email sending schedule for your audience:

Step 1: Segment your audience by engagement levels

Start by dividing your audience based on how recently and frequently they’ve interacted with your emails.

In Mailmodo, you can create segments using filters like:

• Number of emails opened

• Links clicked

• Time since last engagement

In Mailmodo, you can create segments in three ways: using the AI segment builder, choosing from pre-built segments, or building a custom one with the segment builder

Step 2: Set up email frequency test groups

Now, within each engagement segment, create three frequency-based test groups. Here’s an example that you can follow:

Make sure you send the same type of content to all groups so you’re only testing the difference in frequency.

Step 3: Monitor performance using Mailmodo analytics

After running your emails for 3–4 weeks, check how each group is doing using Mailmodo’s campaign analytics dashboard.

Just go to Campaigns and then Analytics and compare engagement and unsubscribe rates across the different groups.

This shows you how different sending frequencies affect your audience’s response.

Step 4: Draw insights and adjust sending frequency

Once you've collected enough data, analyze it to spot trends and uncover useful insights.

Use these findings to set a “baseline frequency” per segment. You can now optimize your campaign calendar to match what your audience actually wants — not what you assume.

Over time, revisit this process as user behavior shifts and update accordingly.

Final thoughts

The biggest mistake in email marketing isn’t sending too much or too little — it’s not knowing which is which.

With Mailmodo, you can segment your audience, test different cadences, and learn exactly how often to communicate — based on real engagement, not assumptions.

If you’re ready to stop guessing and start optimizing, Mailmodo gives you the tools to do it right.