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- How Many Marketing Emails to Send Per Week [2025 Stats]
How Many Marketing Emails to Send Per Week: The Ultimate 2025 Guide
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Figuring out how many marketing emails to send each week feels like solving a puzzle with missing pieces. Send too few, and your prospects forget you exist. Send too many, and you’ll watch your unsubscribe rates skyrocket while your emails land straight in the spam folder.
For Business Development Representatives (BDRs) and Account Executives (AEs), getting your email frequency right isn’t just about best practices—it’s the difference between hitting quota and falling short. This guide breaks down exactly how many marketing emails you should send emails each week, backed by the latest statistics and proven strategies.
What is Email Marketing Frequency?
Email marketing frequency is simply how often you send emails to your audience. Think of it as the heartbeat of your communication strategy—not too fast to overwhelm, not too slow to be forgotten.
Email frequency directly impacts every metric that matters: open rates, click-through rates, conversions, and most importantly for your sender reputation, unsubscribe rates. Research shows that email frequency is a critical factor in email marketing, balancing helpfulness with annoyance, and conversion with unsubscribes.
The challenge? There’s no magic number that works for everyone. The optimal email frequency varies significantly depending on your industry, your audience’s preferences, the type of content being sent, and your specific campaign goals. What works for a B2C fashion brand sending daily deals would completely backfire for a B2B SaaS company.
Here’s what makes email frequency tricky: sudden, significant changes to the volume or email frequency of your messages can negatively impact your sender reputation and inbox placement. Even excellent content won’t save you if ISPs flag your sudden volume spike as suspicious behavior.
How Often Should You Send Marketing Emails?
The answer depends on whether you’re nurturing warm prospects or reaching out cold. Let’s break down the key differences.
General Industry Benchmarks
For warm audiences who’ve opted into your email marketing campaigns, the data shows clear preferences. A survey conducted in 2022 found that 33.3% of marketers sent weekly emails, while 26.7% opted for monthly sends.
What your audience actually wants:
- 86% of customers wish to receive emails at least monthly
- 61% prefer at least weekly communication
- 32% specifically desire weekly emails
- Only 15% of customers express preference for daily emails
Research suggests that for general marketing, the sweet spot for engagement often falls around two to three emails per week.
B2C vs B2B Email Frequency
Understanding this distinction is crucial for BDRs and AEs working in B2B environments.
B2C (Business-to-Consumer) brands can get away with more frequent emails. For B2C, sending 10 to 19 emails per month (approximately two to four emails per week) resulted in the highest number of orders. B2C buyers make faster, more emotional decisions, and frequent touchpoints with deals and new products drive purchases.
B2B (Business-to-Business) requires a completely different approach. Most B2B companies commonly send emails twice a month, and increasing this to more than once a week can significantly elevate unsubscribe rates.
Why the difference? B2B sales cycles are longer, more complex, and involve multiple decision-makers. Your content needs to be educational and strategic rather than promotional.
Cold Email Cadence for BDRs/AEs
Cold email automation operates by entirely different rules. You’re not nurturing existing subscribers—you’re trying to start new conversations with busy decision-makers.
The reality is sobering: 37% of decision-makers report they get over 10 cold emails per week, and most are irrelevant. The average response rate for cold emails stands at 5.1%.
But here’s where persistence pays off: a strategic follow-up after an initial cold email can dramatically improve these odds, increasing reply rates by almost 50%.
The power of follow-up sequences:
- A single email might yield an average reply rate of just 4.5%
- Extending the sequence to 10 touchpoints can boost your total reply rate to an impressive 22.37%
Analysis of millions of cold emails suggests that sending between four to nine follow-up emails within a sequence is optimal.
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How Many Marketing Emails to Send Per Week
Let’s get specific about weekly email frequency based on your situation.
General Marketing (Warm Lists)
For email marketing campaigns targeting opted-in subscribers:
Standard approach: One to two emails per week aligns with the preference of 61% of customers who desire at least weekly emails.
High-frequency industries: E-commerce and deal-focused businesses can push higher. Some brands in these sectors send as many as 36 campaigns monthly (about nine emails per week) or six emails a week for apparel brands. This works because the content is time-sensitive and directly tied to purchasing decisions.
Cold Email Outreach (for BDRs/AEs)
For cold email automation, think sequences, not single sends:
Optimal sequence structure:
- 4-9 total emails in your sequence
- 2-day delay between emails 1 and 2
- 4-day delay between emails 2 and 3
- 4-day delay between emails 3 and 4
- 5+ day delays for remaining follow-ups
If a recipient is going to reply to your email, there’s a 90% chance they’ll do it within the first two days. This is why the initial spacing is tighter, then extends out.
Total sequence duration: 10 to 25 days
Pro tip: Don’t rely solely on email. Sales professionals who actively build personal brands on social media platforms like LinkedIn report 45% more sales opportunities. Mix in LinkedIn messages, calls, and other touchpoints.
Impact on Key Metrics
Understanding how email frequency affects your performance helps you optimize:
Open Rates:
- Average across all industries: 20-30% or around 27%
- Cold emails: 27.7% in 2024 (down from 36% in 2023)
- Highly personalized cold emails to small lists (11-50 prospects): up to 62%
Click-Through Rates:
- General email marketing: 2-5% or around 3.25%
- Cold emails: approximately 3.67%
Conversion Rates:
- General email marketing: 1-3%
- Abandoned cart emails: 18.54%
- Automated emails drive 37% of all email-generated sales despite being only 2% of total volume
Unsubscribe Rates:
- Goal for general marketing: under 0.5% (ideally 0.2%)
- Cold emails: can reach 10% (lower is better)
The damage of getting frequency wrong: 69% of people cite high email frequency as their primary reason for unsubscribing, and 45.8% of subscribers mark emails as spam due to excessive frequency.
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How to Avoid Email Fatigue
Email fatigue kills campaigns before they start. 69% of people unsubscribe due to “too many emails” and 45.8% mark emails as spam because of excessive frequency.
Here’s how to combat it:
Prioritize Quality Over Quantity
Every email marketing campaign should serve a clear purpose: to educate, entertain, or solve a problem for the recipient. Blasting emails daily is a “surefire way to trigger fatigue.”
For cold outreach, this means every email in your sequence must be hyper-relevant to the prospect’s role, industry, or specific pain points. Generic “checking in” emails are spam folder material.
Segment Like Your Revenue Depends on It
The era of “spray-and-pray email marketing is dead.” Modern email marketing strategy requires grouping subscribers based on demographics, behavior, purchase history, or engagement level.
Go Beyond Name Personalization
True personalization extends far beyond using someone’s first name. Marketers report a staggering 760% increase in email revenue from personalized and segmented campaigns. Emails that include images can offer almost a 10% boost in open rates.
Respect the Unsubscribe Process
Make it effortless for recipients to unsubscribe with a single click. Fighting unsubscribes only leads to spam complaints, which damage your sender reputation far more than clean list management.
A/B Test Your Frequency
Don’t guess what works. Test different email frequency levels for various audience segments and monitor unsubscribe rates as your key fatigue indicator.
Use Multiple Channels
Avoid relying solely on emails. Supplement your email marketing strategy with other channels such as SMS, retargeting ads, and social media engagement.
How to Find the Right Email Cadence
Your ideal email cadence isn’t a formula—it’s a unique rhythm that matches your audience’s needs and preferences.
Define Clear Campaign Goals
To establish the correct email cadence, start by defining the goals of your email marketing campaigns. Are you building awareness, driving sales, nurturing leads, or re-engaging customers? Your objective dictates your frequency.
Understand Your Audience Journey
Map out their path from awareness to customer. New subscribers might receive a welcome series, leads a nurturing sequence, and existing customers periodic updates or re-engagement campaigns.
Monitor Metrics Relentlessly
Keep a close eye on open rates, click-through rates (CTR), conversion rates, unsubscribe rates, and spam complaints. Rising unsubscribe rates or spam complaints signal frequency problems.
Start Conservative and Scale Up
For new email marketing campaigns or when engaging with new lists, begin with a conservative email frequency. Gradually increase the volume as you observe positive engagement. This protects your sender reputation and avoiding spam filters.
Leverage Automation Tools
Email marketing automation tools are indispensable for maintaining consistent email frequency, scheduling timely follow-ups, personalizing content at scale, and effectively segmenting your lists.
Automated emails demonstrate significantly higher engagement with 52% higher open rates, 332% higher click rates, and an astounding 2,361% better conversion rates compared to regular scheduled campaigns.
A/B Test Everything
Implement A/B testing for various elements including subject lines, content lengths, calls-to-action (CTAs), send times, personalization elements, and different email frequency levels.
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Keeping Your Subscriber List Clean
List hygiene isn’t optional—it’s the foundation of deliverability. A healthy bounce rate should ideally be under 0.5%; anything higher can significantly hurt your sender reputation.
As Spamhaus states, “Keeping recipients engaged and active is the single most important thing a marketer can do to ensure the success of an email marketing program. Reputation is much harder to rebuild than ruin”.
Remove Hard Bounces Immediately
Hard bounces are permanent delivery failures. Most ESPs handle this automatically, but actively monitor and manually remove any that remain.
Monitor Soft Bounces
If an email address consistently soft-bounces over a period of one to three months, remove it from your list. Persistent soft bounces signal inactive or neglected inboxes.
Address Unengaged Subscribers
If more than a week passes without the recipient opening an email, change them from weekly to monthly. If more than a month passes, send them an email asking, ‘Do you wish to continue your subscription?’ If they don’t respond, add them to your suppression list.
Never Purchase Lists
Don’t purchase lists from third-party vendors. While you may see short-term benefits, most addresses won’t provide value and you may find yourself on a deny list.
For BDRs and AEs, this means building targeted, responsive lists and prioritizing quality over quantity for actual revenue generation.
Remove Role Accounts
Email addresses such as info@, support@, or sales@ are often shared and typically have low individual engagement. Focus on reaching actual decision-makers.
How Often Should You Send Marketing Emails: Wrap Up
Mastering email frequency is an ongoing balancing act between staying top-of-mind and respecting your audience’s inbox. The key insight? Relevance trumps frequency every time.
Key takeaways for BDRs and AEs:
No Universal Magic Number: Your ideal email frequency depends entirely on your audience, industry, and goals. What works today might need adjustment tomorrow.
B2B vs B2C Matters: B2B generally requires lower frequency (1-2 times per month for general marketing) with strategic, educational content. B2C can handle higher frequency (up to 4-5 times per week) due to faster purchase cycles.
Cold Email is Different: Focus on multi-touch sequences of 4-9 emails over 10-25 days with strategic delays. Persistence combined with value-add follow-ups significantly boosts reply rates.
Listen to Your Data: Your metrics—especially unsubscribe rates—tell you what resonates and what creates friction. Implement A/B testing and adapt based on results.
Clean List, Happy Inbox: Maintain impeccable list hygiene by removing bounces, re-engaging inactive contacts, and never purchasing lists. This protects your sender reputation and ensures your emails reach primary inboxes.
Focus on delivering value, understanding your audience deeply, and using data to guide decisions. Keep experimenting, keep learning, and your email marketing strategy will drive remarkable pipeline results.
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FAQs
What's the biggest mistake BDRs/AEs make with email frequency?
How many cold email follow-ups should I send?
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Does personalization really impact email frequency effectiveness?
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Automate Your Weekly Email Strategy
Scale personalized outreach campaigns beyond traditional marketing email frequency limitations effectively.