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Relevancy Trumps Frequency in Maximizing Email Engagement

January 30, 2020

For years, email marketers have debated over what’s the just-right frequency for sending emails that effectively engage — but don’t overwhelm — subscribers. Is daily too often? Is weekly comfortable? Bi-weekly? What frequency maximizes email engagement?

While some suggest that marketers, as a whole, should reduce email frequency under the assumption that less is more, the reality is that frequency isn’t the only factor that drives email engagement (or dis-engagement). In fact, plenty of evidence shows that relevancy and usefulness of the content, as well as trust in the sender have a huge impact on subscriber engagement, regardless of the frequency of sends.

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