To determine your optimal frequency, analyze your data and use common sense as your guide. Carefully monitor the results of each send, not just the emails that your subscribers are opening and clicking on, but also the emails they are not reading as this could be a sign of fatigue.
It is also important to monitor your open and click-through metrics along with the number of unsubscribes and complaints. While relevant emails have fewer unsubscribes and complaints, the increase in frequency could bump the numbers up somewhat if the emails aren’t directly targeted with new offers and specific information the recipients want.
Remember that your subscribers, not your marketing department, are in charge of their own delivery schedule. The way they react and respond to each email lets you know what they like and dislike; so if you capture the right data, you will be able to send each of your subscribers the right information at the right time.
Listrak has put together a white paper that explains what you can do to determine your optimal frequency using relevancy tactics, such as metrics and analytics, as well as advanced features like dynamic profiling and dynamic content. Download it here.