How often to email your audience
There's no single magic number, but the principle is simple: email often enough to stay a welcome presence, not so often that you become noise. Because email is your most valuable owned channel, you want subscribers to look forward to hearing from you, not to start ignoring or unsubscribing. Consistency matters more than raw frequency.
A sensible approach:
- Set a steady baseline. A regular newsletter keeps you in people's minds between drops. Share creative stories, works in progress and inspiration, not just sales.
- Increase the cadence around a drop. During a launch it's normal and effective to email more: the launch announcement, a mid-sale reminder and a final-deadline nudge.
- Balance value and selling. Aim for most of your emails to give something interesting, so that when you do ask for a sale, you've earned the right to.
- Watch your signals. Open rates, click rates and unsubscribes tell you whether your frequency is working. If opens drop or unsubscribes climb, ease off or improve relevance.
Action: commit to a realistic, repeatable rhythm you can sustain, and protect it. An inconsistent list goes cold. Write in your own voice, keep each email focused on one idea, and always give subscribers a reason to open the next one.