6. Use A/B testing to find what subscribers prefer
For a more analytical look at how your subscribers respond to different frequencies and timing, A/B tests can give you deeper insights based on real actions.
For example, you could split your subscribers into two groups and send Group A weekly newsletters, and Group B bi-weekly newsletters—and see which one results in higher open-rates and CTR.
Go a step further and test out different times during the day, days of the week, and content based on when the email is being sent or where the subscriber is in their journey.
Once you have your results, don’t stop there! Keep testing until you whittle down the most successful email cadence for your audience.
7. Communicate with other departments
Be careful that your organization is not sending too many emails at the same time. People don’t always make the distinction between a sales email, product update and a marketing newsletter. Most likely, they’ll just see that XYZ company has sent them multiple emails.
So it’s important that you align your sending frequency and timing with that of other departments. This will avoid overwhelming subscribers’ inboxes with too many emails at the same time.
What’s more, you can use your insights on what works best to inform other teams on how they might optimize their sending frequency. Are the sales reps sending too many webinar invitations? Is there a particular time of day that works best?
Create a cross-department email strategy and timetable so that there are no clashes—and stick to it. This way, you’ll avoid unsubscribes and keep your colleagues happy too!