No, you're not sending enough emails. Here's how to increase your email marketing frequency without antagonizing your subscribers

Emailing consistency and frequency have been top of mind for my clients and me lately.

On one hand, brands finally realize they can’t sleep on this channel (aka goldmine) anymore… 

That a monthly or a quarterly email ain’t gonna cut it if they want to nurture a relationship with their subscribers.

That people need to see your brand’s name and how you can help them solve their problems multiple times where they naturally hang out. 

And that many subscribers make their buying decisions in a non-linear way, and that “the right timing” isn’t something you can fully control (unlike what some marketers would still like you to believe).

So the only thing you can do is be helpful and keep showing up and more frequently in people’s inboxes.  

On the other hand, no one wants to be “the brand that sends too many damn emails”!

Welcome to the messy middle of “We want to get more serious about our emails!” + “How TF do we increase our emailing frequency without antagonizing our subscribers?” + “What do we send now if we’re sending more emails?”!

If you’ve been thinking about increasing your emailing frequency, but you’re stuck in that messy middle, here are a few pointers for ya:

1. Manage your subscribers’ expectations. Both of your current ones and your new ones. Tell them how frequently they’ll see your name in their inboxes, whether they just joined your list or have stuck around for a while. And as always, give them a way out if that’s not their jam. You’re not for everyone, and that’s fine.

2. Empower them to choose what’s best for them. If your email service provider allows it (and there’s almost always a way to do it), give your subscribers frequency options - including a “snooze my emails for X days” one. Instead of unsubscribing altogether, you’ll be keeping happier, more engaged subscribers in your list. 

3. Divide and conquer. If you’ve been sending one long email a month with multiple sections, send each section as a standalone email. That will keep your subscribers focused and they will engage with your emails better (there won’t be so many links for them to choose from or get distracted by!). You, on the other hand, will see who is interested in which topics and can learn from your subscribers’ behavior.

There’s no absolute right way to do email marketing, just what’s right for your brand and your people.

It’s also not necessarily the right channel for every single business. And there’s nothing wrong with that.

But as I’ve always said, if you want to go all in on this goldmine of a channel, you might as well do it well.

If you’ve been thinking about putting more focus on growing and nurturing a profitable email list in Q4 and 2025, but you don’t know what to do that or how to convert more of your subscribers into paying clients - let’s give you the answers you need in a day.