You can’t improve email deliverability and plan marketing campaigns in a vacuum, since one can adversely affect the other. Determining the optimal delivery frequency involves studying your customers, crafting your content and aiming for consistency. Master all three and you won’t have a problem landing in the inbox, or more importantly, driving revenue.

Create Customer Profiles … and Use Them

When it comes to sending, you should always consider your subscribers needs first. Having fewer engaged subscribers can affect inbox delivery with a number of domains. The surefire way to know what your customers want and how often they want to receive it is by creating a profile. And the best time to begin adding to that profile is at sign-up. Give your subscribers a sending frequency option right away. This empowers them to choose how often they want to receive your content. Whether it’s monthly, weekly or daily, giving subscribers this option helps prevent inbox fatigue, which occurs when contacts lose interest in your brand or your offers due to overmailing. Some are highly engaged and look forward to daily updates, but others already have a cluttered inbox and would prefer a less frequent offering. While there is value in your message, both for your customers and your revenue goals, oversaturation can be dangerous. Oversending can lead to a higher unsubscribe rate, more spam complaints or an increase in subscribers who simply ignore your offering.

Content Is Still King

For high-volume and high-frequency senders, be sure your marketing content does not become white noise. If messages A, B, C and D are virtually the same, the subscriber has less incentive to read each one, let alone follow the call to action. While it’s very important to time your messages appropriately, you should spend just as much time, if not more, on crafting intriguing content and tweaking it between deliveries to differentiate your messages. And remember: If a subscriber has opened your message, followed your call to action and made a purchase, there is likely no need to send them other messages promoting the same content. Segment your shoppers to exclude them from similar offers in a series of deliveries.

Consistency Brings Stability

Always strive to be as consistent with your sending as possible. Many domains and email recipients are sensitive to huge spikes and fluctuations, so be sure to honor your subscribers’ preferences. If your contacts haven’t selected a frequency option, cautiously use your best judgment, along with historical performance data, to segment your list and determine your schedule. How often you email your subscribers is highly subjective as no two are the same. But giving them a say in the matter and paying attention to their preferences can really help you find that right cadence and keep them engaged with your brand for years to come.