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Strategy

We tested email frequency across 200k subscribers. Here's the sweet spot.

ab_test_adam

We split our 200k subscriber list into 4 groups and sent at different frequencies for 3 months.

The test groups

  1. 1x per month
  2. 2x per month (every 2 weeks)
  3. 1x per week
  4. 2x per week

Results

  • Best open rate: 2x/month (28.4%)
  • Best click rate: 1x/week (4.2%)
  • Highest total revenue: 1x/week
  • Lowest unsubscribe: 2x/month (0.08%)
  • Highest unsubscribe: 2x/week (0.34%)

The sweet spot

1x per week for engaged subscribers, 2x per month for less engaged. The key insight: frequency should be based on engagement level, not a one-size-fits-all schedule.

#frequency#testing#strategy
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3 Comments

newsletter_nerdNewsletter Creator

Frequency based on engagement level is the right approach. Our most engaged subscribers get 3 emails per week and love it. Less engaged get biweekly.

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ab_test_adam

The unsubscribe rate at 2x/week (0.34%) is concerning. That is above the 0.2% threshold that most ESPs flag. Weekly seems like the safe upper bound.

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growth_graceGrowth Marketer

We use Brew's engagement scoring to automatically adjust frequency. High-engagement subscribers get more, low-engagement get less. Set it and forget it.

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