Improve Your Deliverability

Maintain a consistent email frequency for your sending

The frequency at which marketers send emails is one of the major factors impacting the deliverability of the messages and their ability to arrive in their recipients’ main inbox instead of the spam folder. In order to maintain good deliverability rates, send your newsletter on a regular basis.

Decide on the best frequency for your newsletter based on the content you’re sharing and your subscribers preferences (don't send too few messages, but don’t send too many either). Then, make sure to be consistent in your sending frequency. The reason behind this is that sending your email campaigns consistently (e.g. weekly or monthly) is a good signal for Internet Service Providers (ISPs) like Outlook. If you don’t respect this regularity in your sending frequency, you risk being seen as a spammer and your messages might not be delivered to your recipients’ inbox. 

How to find the best time to send your email newsletter 

Here’s what to keep in mind when starting to send emails, and trying to find to right time and frequency for your sendings: 

  • First, if you’re sending a large volume of email, make sure to work with an Email Service Provider (ESP) able to provide you an IP with a neutral reputation and to warm it up by gradually sending more emails with your new IP and establish a good reputation.

  • Then, decide on the best frequency to send your marketing campaigns. When it comes to finding the best time to send emails and increase conversion rates, there is no one-size-fits-all answer for email marketers. The type of business you have, your customers, the type of emails you send and your targets all determine what the best schedule for you and your email list is.

  • In order to automatically find the ideal send time for each and every individual on your list at the time that they are most likely to engage with your email, you can use a Send Time Optimization (STO) tool. Such a feature will help deliver your messages at the optimal time so your customers see them at the top of their mailbox – leading to higher open rates and click-through rates.

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Result

Find the sending frequency that best suits your audience in order to send the right signal to ISPs and improve your email deliverability.

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“Sending your messages at the right time is critical to your deliverability, and no two senders will have the same sending frequency. Your sending frequency will largely depend on your industry and user preferences.”

Kate Nowrouzi

VP of Deliverability

Final-Score

Difficulty

Intermediate

Pro tip

If you send daily emails, Internet Service Providers (ISPs) will be stricter with you. In this case, you absolutely need to proceed with the segmentation of your contacts to send better targeted and personalized messages.

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