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Email Frequency

Arbitrary guidelines, such as “never mail more than once in 72 hours” and “never send more than two emails per subscriber per month,” were put in place as general rules of thumb that helped prevent marketers from over-mailing to their lists. The guidelines always came with the caveat that marketers must gather the preferences of their subscribers and perform tests in order to figure out what frequency would work for them, but it still missed a vital piece of the frequency puzzle – relevancy. After all, it doesn’t matter how often you are sending messages if the content isn’t important to the recipients.