One way to build up your email reputation, and thus improve your email delivery, is by sending your emails at a consistent frequency. If you send emails at erratic times of the day, week or month, you may cause your readers to stop reading or interacting with your email. And since ISPs monitor engagement, your email delivery could drop, so stick to a regular schedule. But when to send? Early? Late? Mondays? Fridays?
Figuring out the best cadence for sending your messages can be tricky, so you should test it thoroughly. Sending too frequently can lead to higher spam complaints and unsubscribes, whereas sending too infrequently can lead to unengaged readers and eventually higher bounce rates or bad email delivery. However, a good rule of thumb is to send no more than one email per week and no fewer than one email per month
Like traditional email marketing, the success of mobile email campaigns is partially determined by message frequency. Although it’s important to regularly engage subscribers, there’s a fine line between consistency and annoying your subscribers.
Different frequencies work for different types of content. For example, time sensitive, incentive-based offers are most effective sent on a daily basis, while information-based emails are most effective when sent monthly.
Regardless of frequency, marketers should have a triggered-email program in place so that messages are automatically deployed based on consumer behavior.