How Often Should You Really Email Your List?

Email too much and you’re the annoying ghoul who won’t stop knocking. Email too little and your audience forgets you exist. The frequency sweet spot? That depends on your audience, but here’s what research (and spooky real-life experience) says about how often to hit “send” without scaring people off.

1. Start With Weekly

Once a week is the perfect baseline. According to Campaign Monitor, weekly emails see higher engagement than monthly ones. It keeps you top of mind without feeling spammy.

2. Let Engagement Guide You

If your ghouls are opening and clicking like crazy, test 2–3 times a week. If they start unsubscribing, scale back. Pay attention to your open and click-through rates—they’re your tarot cards telling you what’s working.

3. Quality Over Quantity

One killer email beats five boring ones. Don’t email just to email. Every message should deliver value—whether that’s a tip, story, discount, or behind-the-scenes update.

4. Segment for Sanity

Not all your subscribers want the same thing. Segment your list by interest or behavior. Example: send product updates to buyers, freebie tips to new subscribers. That way you can email more often without overwhelming people with irrelevant info.

5. Consistency Builds Trust

Whatever frequency you choose, stick with it. People like to know when to expect you. If you’re weekly, be weekly. If you’re monthly, be monthly. Ghosting your list is worse than emailing too often.

Closing the Coffin

There’s no one-size-fits-all answer, but weekly is a safe spell to cast. From there, listen to your audience, watch your analytics, and focus on delivering value. Do that, and your list won’t just tolerate you—they’ll look forward to your emails like their favorite spooky bedtime story.