The email frequency question keeps most small business owners up at night, but here's the thing—you're probably overthinking it. Email marketing wins on ROI because you're talking directly to people who've already said "yes" to hearing from you. No algorithms to navigate, no shifting rules, just consistent, permission-based communication that builds long-term relationships.
Enji recommends starting with a weekly or bi-weekly newsletter schedule for your regular communication. This gives you enough touchpoints to stay top-of-mind without overwhelming your subscribers. Pick a day and time that works for your schedule and stick with it—subscribers appreciate predictability.
Your regular newsletter should focus on providing value, not just promoting your services. Share insights, tips, behind-the-scenes updates, or helpful resources. Think of it as nurturing the relationship, not constantly asking for something.
On top of your regular newsletter schedule, you can layer in email campaigns for specific promotions, launches, or seasonal offers. These campaigns typically run 3-7 emails over a week or two and are more sales-focused. Your subscribers understand that businesses need to sell, so don't be afraid to promote your offers—just make sure the majority of your emails are value-focused.
The secret isn't finding the "perfect" frequency—it's being consistent with whatever schedule you choose. Subscribers would rather get valuable content weekly like clockwork than random emails whenever you remember to send them.
If you're worried about annoying people, remember that anyone who finds your emails annoying can unsubscribe. That's actually a good thing—it keeps your list clean and engaged. The people who stay are genuinely interested in what you have to offer.
Start with a schedule you can realistically maintain, deliver consistent value, and adjust based on your open rates and feedback over time.
