We hear questions like this all the time: How much is too much in email marketing?  How many emails should I send? Have I sent too many emails? The list of question goes on. Although there is no accurate answer to these questions there are certain factors, if taken into consideration, can help you to answer your own question. Here’s how:

• Open Rate: The open rate is the percentage of subscribers who open a specific email out of your total number of subscribers, in other words, it is the average number of opened emails divided by the number of subscribers you sent an email to. A 30% email rate, for example, would mean that 3 emails out of every 10 emails have been opened. This can give you an insight as to how many people are opening your emails. If your open rate declines, you must send mails which carries relevant content.

• Open vs Clicks: The next crucial factor is open vs clicks. Open means that a recipient has opened your mail at the right time with the content that they find relevant. And what are clicks? It means that you’ve created message content that resonates with the recipient enough for them to click on a link. In simpler words, clicks or click-through rate is the percentage of people visiting a web page, the link of which they accessed from your mail. Now how does this work? If your open rate is high but you’re running low on your clicks rate, you might want to work on your content.

• Unsubscribe Rate: It refers to those recipients who unsubscribed to your mails. Meaning that you will not be able to send them emails any further. Of course, it might not seem to be a good thing but wait, it isn’t bad either. Why? Because they might have unsubscribed but haven’t designated you as spam, which is worse. Keep a track of this rate because if the rate of unsubscriber rises then it may indicate that you’re either sending too many emails or it may indicate that you may want to improve your content. 

• The frequency: this is the most effective and easy way to find out if you’re sending the right amount of mails.  Let’s say you want to send a particular mail to 20 subscribers but you’re a little hesitant, what if most of them unsubscribe? In such a case send that particular mail to a smaller segment of your list of subscribers, say 10 of them. If you notice majority out of these subscribers have unsubscribed then you might not want to send the mail to the larger segment.  This is called testing the frequency.

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